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7 Luxury Wellness Travel Trends To Attract The Affluent Travellers

A deck chair by the pool isn’t enough to attract the affluent travellers seeking luxury wellness experiences abroad.

by Editorial Team Updated on November 22, 2022

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This article is part of a series on the future of wellness in luxury .

Discover how rising wellness aspirations are profoundly transforming luxury and redefining affluent consumers’ expectations. See what you should do to connect successfully with your audience.

• Introduction: The Future of Luxury Wellness

Everywhere from dazzling cities to remote exotic destinations, luxury travel is experiencing a healthy boom.

Wellness tourism is now the fastest-growing segment in the travel industry, driven by travelers’ aspirations for a wellness lifestyle. Wellness tourism grew at a healthy rate of 6.5 percent every year since 2015, twice as fast as the tourism industry as a whole (3.2%). [1] In 2017, travelers took 830 million wellness trips – 139 million more than in 2015.

We expect the global wellness tourism sector to be worth $681 billion in 2018. And this is just the start. The Global Wellness Institute (GWI) predicts that the wellness economy will continue to grow over the coming years, reaching $919.4 billion by 2022.

Wellness travel is trending as more affluent consumers incorporate wellness into their lifestyles. From travel and hospitality to fashion , beauty , and fitness , wellness tourism creates opportunities for all businesses to infuse elements of wellness into their offerings to capture travelers’ spending.

Defining wellness tourism: What is wellness travel?

Wellness travel is“ travel that allows the traveler to maintain, enhance or kick-start a healthy lifestyle, and support or increase one’s sense of well-being ”, according to the Wellness Tourism Association.

In other words, wellness travel is about prioritizing one’s physical, mental, and spiritual well-being .

Wellness travel has traditionally been associated with luxury spa holidays. But as self-care has evolved into a daily goal, wellness travel is now taking many different forms and incorporating things like digital detox, healthier food options, fitness concierge, sleep enhancement, and more.

Similarly to the shift that we have observed in luxury retail , experiences are what lure people.

The wellness travel sector is driven by two types of wellness travelers :

• Primary wellness travelers: wellness-minded travelers who are motivated by wellness and whose primary trip purpose is to improve their well-being;
• Secondary wellness travelers: travelers that are seeking to maintain wellness or engage in ad hoc wellness experiences during their regular leisure and business travels but not actively seeking an immersive wellness vacation.

The majority of wellness travels is currently taken by secondary wellness travelers, who account for 89 percent of wellness tourism trips and 86 percent of expenditures in 2017. [1]

The Wellness Premium: Wellness travelers spend on average more than other tourists

Wellness tourism equates to high-yield tourism . Luxury wellness travelers are now willing to pay a premium for healthier hotel stays and wellness products and services while traveling.

Wellness tourism is booming in emerging markets

Asia-Pacific, Latin America, the Middle East, and Africa are emerging as wellness destinations of choice, accounting for 57 percent of the increase in wellness trips since 2015.

Europe and North America currently dominate in terms of the absolute number of wellness trips and expenditures. But Asia is emerging as the growth engine both in terms of wellness trips taken and revenues generated. Wellness trips in Asia grew by 33 percent in the past two years, reaching 258 million trips annually in 2017. China and India are the two fastest-growing wellness tourism markets worldwide, adding over 12 million and 17 million wellness trips , respectively, between 2015 and 2017.

7 wellness trends for luxury hotels

As wellness grows mainstream, luxury travel brands, hotels, in particular, are looking for ways to incorporate wellness into every aspect of the guest experience.

Successful tourism marketing campaigns will tap into these seven critical trends to appeal to wellness-driven customers:

• Transformative wellness travel is the new luxury
• Healthy eating, community wellness, sustainable practices
• Extreme travel experiences for wellness warriors
• Disconnecting with digital detox break
• Female-only wellness travel grows more powerful
• Staying fit on the go
• Architectural design wellness

1. Beyond experiential travel, transformative wellness travel is the new luxury

Luxury travel today has gone deeper than experiential travel. The ultimate luxury now lies in the transformational value of the experience and, ultimately, personal fulfillment.

So-called transformative travel — a travel experience that empowers people to undergo some self-reflection and make meaningful, lasting changes in their lives — has become a prominent demand from today’s high-end travelers. Luxury travelers are demanding transformative experiences that foster emotional, life-changing wellness journeys.

Wellness travellers increasingly demand true brain, body and soul shake-ups – intense personal growth rather than just pampering – and destinations are creatively heeding the call.” Susie Ellis, GWI CEO

In order to appeal to luxury travelers and set themselves apart from the experience-saturated market, brands must clearly portray the transformational, self-actualizing value they can provide or facilitate.

The key pillars of transformational experiences include:

• Shift from ego to self-actualization: Fantasy avatars, theatre, gaming, and role-playing emerge as powerful ways to fire up emotions and ultimately incite a personal transformation.
• Immersive storytelling: Using the power of epic storylines and casting the traveler as the “pilgrim in an immersive story,” brands are leading the traveler in a multi-chapter, story-based wellness journey. [2]
• From passive experience to active journey: Forward-looking travel brands are reimagining the spa experience as an active, nature-roaming journey — mixing up treatments with experiences such as fitness, connection with nature, local and cultural immersion, and healthy food.

Travelers no longer want disconnected programs, classes, treatments, amenities, and itineraries. The new trend is about innovating with true circuits of integrated experiences that lead travelers through “ an emotional, even theatrical, saga of transformation .”

Trend in action: Six Senses Bhutan, multi-property wellness epic circuit

Six Senses Bhutan immerses travellers in a narrative-based wellness pilgrimage in Bhutanese values and culture. Guests journey across five intimate lodges (from Paro to Thimphu to Punakha to Gangtey to Bumthang) in diverse topographies, climate zones and cultural areas, where they discover – chapter by chapter – programming based on the five pillars of Bhutan’s unique Gross National Happiness Index.

2. Healthy eating, community wellness, sustainable practices

Sustainability and social responsibility are key to the wellness tourism industry. Luxury wellness travelers are interested in both their own well-being but also their impact on the overall well-being of communities around them.

An increasing number of individuals now want healthy, organic, local food and choose to be vegan or vegetarian. The popularity of the “farm-to-table” concept has exploded in recent years. What was once seen as the province of hippies is now in demand and more mainstream. And consumers don’t mind paying a premium to meet these values.

What does it mean for luxury hotels :

Luxury hotels and resorts should look at sourcing local produce, supporting local farmers, and implementing sustainable practices. Luxury hotels can also consider adding a selected number of healthy options to their minibars and on their menus (such as raw, vegan, gluten-free, or simply low-calorie).

3. Extreme travel experiences for wellness warriors

Taking extreme challenges, treatments, and experiences to produce wellness benefits is gaining popularity. A prime example is UK luxury travel company Black Tomato, which takes affluent travelers out of their comfort zones on tailor-made trips (in a selected terrain, whether polar, jungle, desert, mountain, or coastal) that take months to prepare for the mental and physical challenges and cost upwards of $30,000.

4. Disconnecting with digital detox break

More travel offerings will explicitly be about cutting digital connections and logging off from the world.

Mandarin Oriental spas, for example, offer a Digital Wellness experience where no electronic interruptions are allowed, including during the check-in silence ceremony.

5. Female-only wellness travel grows more powerful

More wellness travel will be aimed at women’s physical, mental and spiritual empowerment.

From challenging adventure travel for the solo woman to female-only transformative retreats to heal emotionally post-grief or trauma (like post-divorce/break-up retreats).

6. Staying fit on the go

Many wellness travelers wish to stay fit while traveling. In light of the recent demand for increased wellness options while on the road, hotels are investing in new fitness equipment and technologies.

Fitness retreats—luxury vacations set around an itinerary full of workouts, wellness experiences, and feel-good foods—are also expanding. From ClassPass to W Hotels to Equinox, big lifestyle brands are entering this fitness tourism sphere.

7. Architectural design wellness

Another growing trend in the luxury wellness travel industry is wellness architecture. The idea is to design beautiful but also comfortable, functional and sustainable spaces with materials addressing both physical and mental wellness.

How luxury hotels are investing in wellness

As affluent travelers take wellness seriously, luxury hotels follow suit. The concept of wellness is taking center stage at some of the world’s most exclusive hotels.

Focused on various wellness pillars, including nutrition, sleep health, movement, holistic treatments, meditation, and mindfulness, Six Senses Integrated Wellness is a great example of how luxury hotels can infuse wellness in the guest experience.

Sleep With Six Senses initiative is about providing guests with natural, hand-made mattresses and cotton bedding with built-in motion detectors to track how guests sleep, allowing hotel staff to then develop customized therapies based on the individual sleep data. See our round-up of the best luxury mattresses to get an idea of the brands they’re working with.

A bespoke wellness screening using smart technology also enables Six Senses’ in-house wellness experts to personalize one’s wellness program – such as spa treatments, nutritional advice, and fitness and wellness activities the guest should do at the property.

Six Senses also offers low-sugar, low-gluten, low-soy, and low-lactose meal options, which are as clean, sustainable, and locally sourced as possible.

Westin’s Six Pillars of Well-being (Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well) is a great example of how wellness is increasingly being integrated into every aspect of the hotel experience.

Marriott also offers affluent travelers the opportunity to sleep in a “ Stay Well ” hotel room, featuring air purifiers, a dawn simulator to minimize jet lag and sleep disruption, as well as personalized circadian mood lighting, aromatherapy, and Stay Well Shower Infuser that reduces chlorine to keep hair and skin soft and smooth, and more. Guests can also download a Stay Well Mobile App offering a guided meditation podcast, a Jet Lag tool, and sleep, nutrition, and stress-management programs.

Final thoughts

Affluent travelers are increasingly looking at hotels and luxury travel brands that infuse well-being into the very essence of their experiences and elevate them to be at their personal best.

Keeping a high-touch, personal approach while adapting to the increasing wellness expectations of today’s affluent travelers will be key to survival for luxury travel brands.

As wellness-minded travelers become more sophisticated, they are demanding a more integrated, multidimensional approach to wellness – from food to mood, sleep to movement – at properties and destinations.

Luxury hotels will need to consider everything from refinements of their amenities to clean restaurant menu options, wellness concierges, in-room entertainment content, natural toiletries, affiliations with other health businesses, and more.

• Wellness Economy Monitor , by the Global Wellness Institute, October 2018.
• Wellness Activities Will Have Strong Ties With Luxury Travel in 2018 , Laura Powell, Skift, January 30, 2018.

About the author

Editorial Team

Luxe Digital is an independent media brand, and premier online destination inspiring millions of people like you to live their richest lives—beyond bling. Our award-winning editorial team is a global team of content creators and editors. We are journalists, strategists, analysts, creatives, travelers, and luxury insiders—all with high standards and even higher values.

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• Striking superlatives

Thoughts on the high yield tourist

• Published: Saturday, May 4th 2013
• by Spafinder

It was the first time I heard the term “high yield tourist” however I immediately recognized its huge importance to wellness tourism and spa tourism worldwide.  The “high yield tourist” is something governments and private business know is very important – it brings in travelers who spend more money than other tourists often do.  Also wellness tourists often don’t do as much damage to a country’s environment and thus are attractive from that point of view also.

The concept reminds me of the findings from many hotel groups that have evaluated the spending patterns of their guests.  They have found that those guests who use the spa spend a lot more money in general than those who don’t use the spa. (Sometimes even twice as much on average!)

It was last week in New Delhi – we were sitting in the office of the man who is credited with spearheading the wildly successful “Incredible India” campaign – Amitabh Kant.  In fact he had just handed us the book he wrote about that topic called “ Branding India:  An Incredible Story .” I was in India with Andrew Gibson (Mandarin Oriental, Hong Kong) and Professor Marc Cohen (RMIT, Australia) where we were making further preparations for the 2013 Global Spa and Wellness Summit that will take place October  5-7.

We were aware that Amitabh Kant was one of the key visionaries who put wellness tourism on the map – not only for India but for the world.  In 2000 he was minister of tourism for Kerala and launched the “God’s Own Country Campaign” that introduced this beautiful region to the world and branded it as the cradle of Ayurveda.  He later went on to work with India’s national government and developed the Incredible India campaign that resulted in showcasing the color and diversity of India – all under one banner.  He explained that the foundation of the campaign was actually the wellness aspect of India…featuring yoga, meditation and Ayurveda.

He explained that his goal was to target the “high yield tourist,” knowing that if he could do that, others would follow.  And that is exactly what happened.

There isn’t a great deal written yet about this “high yield tourist” –  however it is a concept that will likely be discussed more often in the future.  Check out this study from Australia:   Concepts of Tourism Yield and Their Measurement .

Note their observation :

 “G enerally it is not the number of visitors per se that is the goal of tourism marketing but the expenditure associated with those visitors. Moreover, it is well recognized that greater numbers also generally imply greater social and environmental impacts. In this report we develop yield measures based on the financial and economic effects of visitor expenditure rather than visitor numbers.”

About the author : Spafinder

At Spafinder, we want you to explore spa in every way. From experiential videos to special offers and beautiful photography so you can take a sneak peek before your visit. Enjoy wellness inspiration and spa insights that make keeping well easier, each and every day.

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BALANCED TOURISM

Embracing Quality over Quantity Tourism: Focusing on High-Yield Travelers for a Balanced Visitor Economy

History will judge that COVID-19 accelerated a long-coming inflection point for the global tourism industry. Focusing on high-yield, positive-impact travelers opens new routes to achieving the long-term sustainability of the tourism industries.

By  Dr. Jens Thraenhart  (May 2024)

A Changing Tourism Landscape

In the aftermath of the COVID-19 pandemic, the global tourism industry stands at a critical crossroads. The crisis has illuminated the unsustainable practices of the past and offered a unique chance to reimagine and reshape the future of tourism. We are now experiencing the need for a paradigm shift towards quality over quantity in tourism, focusing on attracting high-yield, positive impact travelers. Such a shift promises not only to address the environmental and social challenges exacerbated by mass tourism but also to enhance the resilience and sustainability of tourism destinations worldwide.

1. Tourism Post-COVID: A New Perspective

1.1. The Legacy of Overtourism

The COVID-19 pandemic exposed the vulnerabilities of unchecked tourism growth and the devastating consequences of mismanagement of destinations. Before the pandemic, overtourism had emerged as a pressing issue, with numerous destinations suffering from environmental degradation, local community backlash, and deteriorating visitor experiences. Sites such as Machu Picchu in Peru, Boracay Island in the Philippines, and Maya Bay in Thailand forced to temporarily shut down became symbols of the excesses of mass tourism, highlighting the urgent need for sustainable tourism practices. The result was not only a deterioration of visitor experiences but also a threat to the very attractions that drew people to these places.

1.2. Rebuilding with Balance and Sustainability The pandemic-induced halt in global travel presented a unique opportunity to reassess and realign the objectives of the tourism sector. With destinations left void of tourists, the natural environment began to show signs of recovery, highlighting the stark contrast between pre-pandemic overtourism and a complete absence of visitors. This period of reflection has underscored the need for a balanced approach to tourism, one that respects the environment, local cultures, and maximizes value for all stakeholders, not just immediate economic recovery, and values sustainability and quality experiences over sheer numbers, while providing enriching and transforming experiences for visitors.

1.3. Economic Recovery and Sustainable Growth

Restarting economies decimated by the pandemic is vital. The task of reviving tourism economies post-pandemic is monumental. Rebuilding businesses, restoring jobs, and attracting tourists in a sustainable manner is crucial. The pressing need to restart economies and revitalize tourism-dependent communities post-pandemic has emphasized the importance of rebuilding the sector in a more resilient and responsible manner. This requires innovative strategies that not only boost economic activity but also ensure the long-term health and sustainability of destinations. The challenge lies in reactivating the tourism industry, restoring jobs, and supporting businesses while competing for a reduced pool of travelers in a manner that avoids the pitfalls of the past. A rushed return to the prior models may result in the same issues of environmental strain and diminished experiences.

2. The Challenge of Growth and Sustainability

2.1. The Rush to Recover

Businesses and governments are eagerly pursuing pre-pandemic arrival numbers and revenue growth. As travel restrictions ease, there was a noticeable surge in demand across the tourism sector, driven by a pent-up desire to travel, highlighting the enduring appeal of tourism as a form of leisure and exploration. This rush to capitalize on the rebound, however, risks repeating the mistakes of the past, prioritizing quantity over the quality of tourism experiences and sustainability. While economic recovery is essential, a focus solely on quantity risks exacerbating the negative impacts of tourism.

2.2. The Risk of Imbalance

Governments worldwide have been keen to capitalize on this rebound, promoting tourist arrivals and growth as indicators of economic recovery and progress. This focus, while understandable, often sidelines sustainability efforts, risking a return to pre-pandemic imbalances. There’s a growing concern that the pursuit of high tourist numbers, driven by economic recovery goals, overlooks the importance of sustainable practices. This short-term focus threatens to undermine the long-term viability and appeal of destinations.

2.3. De-prioritization of Sustainability The urgent drive for recovery has led to sustainability being de-prioritized, with sustainability initiatives taking a backseat as governments prioritize rapid economic recovery, and destinations at risk of swinging back to harmful practices. The emphasis on rapid growth is sidelining critical sustainability initiatives. Destinations risk entering a cycle of unsustainable development, where the pursuit of immediate gains comes at the expense of future resilience and environmental health. Short-term focus on aggressive arrivals growth can lead to a dangerous disregard for long-term consequences, overlooking the importance of developing a diverse and sustainable visitor base.

3. The Risks of Prioritizing Quantity Over Quality

3.1. Growth Addiction and Overlooked Metrics

The obsession with tourist arrival numbers and growth metrics is overshadowing the broader impacts of tourism, including its environmental footprint and socio-economic inequalities. Governments and businesses can become reliant on sheer tourist volume, overlooking metrics like revenue per visitor and environmental impact. This myopic view fosters an unsustainable growth model that benefits a few while disadvantaging many. A reliance on mass tourism from a few source markets can diminish the quality of the visitor experience, deterring high-yield tourists.

3.2. The Hidden Costs of Mass Tourism

The invisible burdens of tourism (environmental damage, resource depletion, cultural dilution, social strain, economic inequality) are often ignored for short-term gains. This oversight perpetuates a cycle of exploitation and inequality, diminishing the quality of the tourism experience and undermining the sector’s long-term sustainability, benefiting a select few, leaving the wider community to bear the costs. The economic benefits of tourism often fail to reach local communities, leading to significant economic leakage. This model fosters inequality and fails to contribute to the holistic development of destinations.

3.3. Reliance on Limited Markets An overreliance on a few source markets for bulk tourism exacerbates economic vulnerabilities and cultural homogenization, risks creating an unhealthy dependence on a few powerful governments, and diminishes the quality of the visitor experience. This approach limits the potential for diversification and sustainable growth, and undermines efforts to diversify visitor profiles and leaves the destination vulnerable to market shifts. This strategy may alienate quality tourists seeking authentic and diverse experiences, further exacerbating the industry’s sustainability challenges.

3.4. The Challenge of Reversal

Once entrenched, the mass tourism model is difficult to reverse. It creates a dependency on unsustainable practices and source markets, undermining the destination’s long-term appeal and sustainability, potentially leading to long-term damage to tourism assets. Political and business interests aligned with this model hinder efforts to restore balance and may block a shift towards more sustainable and equitable tourism practices, jeopardizing the sector’s future. Once tourism assets and experiences are compromised, high-yield tourists seek alternative destinations, perpetuating the cycle.

4. Embracing a New Paradigm: High-Yield, Positive Impact Travelers

4.1. The Power of Diversification Diversifying source markets and focusing on travelers who value sustainability and authentic experiences can enhance the economic resilience of destinations. This approach encourages a more balanced and sustainable form of tourism, and creates opportunities for more equitable distribution of economic benefits, and also reduces dependence on any single market, enhancing stability and sustainability.

4.2. A Commitment to Sustainability Adopting and prioritizing sustainable practices ensures the preservation of natural and cultural assets that makes the destination unique, enriching visitor experiences and safeguarding these treasures for future generations., highlighting the responsibility to act as stewards of the environment.

4.3. Targeting Conscious Travelers

Focusing on travelers who seek authentic experiences, are mindful of their impact on destinations, and are willing to invest in destinations that align with their values creates a positive ripple effect.  These individuals seek to contribute positively, aligning their travel choices with the principles of sustainability and respect for local cultures, and are more likely to leave a positive legacy than a large-scale influx of less mindful visitors.

4.4. Identifying and Attracting High-Yield Markets

Identifying key markets with high-yield potential, even those with smaller arrival numbers, is critical. A targeted approach caters to specific interests and promotes higher spending within the destination, including for unique, sustainable, and authentic experiences.

5. Positive Outcomes of a Quality-Focused Approach

5.1. Flourishing Destinations

By prioritizing quality and sustainability, tourism can become a transformative and regenerative force, contributing positively to the preservation and enhancement of destinations. This approach fosters environmental conservation, social equity, and economic benefits for local communities, as well as fostering intercultural exchange.

5.2. Broad Economic Benefits

Attracting high-yield, positive impact travelers ensures a more equitable distribution of tourism revenues, reducing economic leakage and supporting a wide range of local businesses and communities. Travelers motivated by a desire to truly experience a destination not only generate greater spending and investment in local communities, but also engage with local communities, fostering relationships and becoming ambassadors of the destination.

5.3. Preservation and Regeneration of Assets

Destinations become resilient by attracting high-value tourists committed to leaving a positive impact, contributing to the protection and enhancement of everything from natural resources to cultural traditions. A focus on quality tourism helps protect and regenerate the assets that motivate travelers to visit in the first place, enhancing their value and appeal for future visitors and ensuring the longevity of the tourism industry.

6. Strategies to Attract Positive Impact Travelers

6.1. Research and Understanding

Deeply comprehending the preferences, motivations, and behaviors of positive impact travelers, as well as accessibility, demand drivers, and budget considerations is essential. Tailoring tourism offerings to meet their needs can enhance the appeal of destinations.

6.2. Niche Marketing and Passion Communities

Developing niche tourism strategies based on specific interests and creating niche tourism offerings rooted in passion points (culinary experiences, wellness retreats, nature-based activities) can create vibrant communities of like-minded travelers, creating a loyal base of passionate communities who are deeply engaged with the destination, and promote to their respective fellow tribes.

6.3. The Power of Authentic Storytelling

Highlighting authentic stories and experiences inspires travelers to connect on a deeper level with a destination. Utilizing storytelling to showcase unique experiences and authentic narratives can inspire travelers to visit and share their own stories, amplifying the destination’s appeal.

6.4. Engaging Diaspora as Ambassadors

Leveraging the power of diaspora communities as destination ambassadors to promote their heritage home in their home away from home can drive meaningful tourism engagement, can enhance destination marketing and tap into new markets, and foster a sense of connection and pride among travelers.

6.5. Cultivating Engaging Events

Creating memorable events and experiences that highlight local culture, cuisine, and community can enrich the visitor experience and foster deep, meaningful connections between travelers and destinations, throughout the year attracting diverse visitors and stimulates local economies during the off-season. In addition, attracting conferences, sporting competitions and concerts can drive high-yield travelers that may not have considered the destination previously.

6.6. Promoting Off-Peak Travel

Encouraging travel during off-peak seasons can help manage capacity, alleviating pressure on resources and infrastructure, enhance the visitor experience, and distribute tourism benefits more evenly throughout the year. Low-season travel can also attract new source markets to escape the crowds, experience local events and create meaningful connections, that might be impossible during high season periods.

6.7. Supporting Small Business and Social Entrepreneurs

Promoting small, local businesses and social enterprises is key to offering authentic experiences that resonate with high-yield, positive impact travelers, and creates authentic connections between visitors and the soul of a place. This approach ensures that tourism revenues benefit the local economy and contribute to the destination’s sustainable development. Prioritizing small, local enterprises in tourism initiatives can ensure a more authentic and impactful visitor experience, contributing to sustainable community development. These passionate local entrepreneurs are the fabric of the destination and create the stories that will be shared and the meaningful connections that will be remembered.

7. The Future of Tourism

The shift towards quality over quantity in tourism represents a crucial step towards a more sustainable, resilient, and equitable future for the industry. By focusing on high-yield, positive impact travelers, destinations can ensure their long-term viability and appeal, while contributing positively to the global challenge of sustainable development. This approach not only enriches the travel experience but also ensures that tourism serves as a force for good, promoting environmental conservation, cultural preservation, and socio-economic benefits for local communities. Shifting from a quantity-driven tourism model to a quality-focused one may require changes in policy, investment, and marketing. Collaboration between governments, businesses, and communities is essential for sustainable success. By embracing high-yield, positive impact travelers, we create a future where tourism genuinely benefits destinations and travelers alike.

Please read the article by Asia Travel Re:Set for more information about High-Yield Tourism.

Join us in this important conversation, by following us on Social Media on our Facebook and LinkedIn pages about High-Yield Tourism, and subscribe to the High-Yield Tourism Podcast on Spotify .

About the Author

With over 30 years of global travel and tourism expertise,  Dr. Jens Thraenhart  is the Founding Partner of 25-year-old bespoke strategy consulting firm Chameleon Strategies, the 2nd Vice Chair of the World Tourism Organization’s UNWTO Affiliate Members, the former Chief Executive Officer of the Barbados Tourism Marketing, Inc. (Visit Barbados), the former Executive Director of the Mekong Tourism Coordinating Office, the founder of private-sector-led tourism marketing organization Destination Mekong, and former Board Member of the Caribbean Tourism Organization (CTO). Previously active in China, in 2009, he co-founded acclaimed marketing agency Dragon Trail and published the China Travel Trends books and website. Jens has also held leadership positions with Destination Canada and Fairmont Hotels & Resorts (now Accor). As founder of the Destination Film Forum, he is also a big proponent of the power of storytelling, having been recognized as one of the top 10 Most Influential Leaders in Travel in 2022 by Travel Vertical, ranking first in the category of Creativity and Brand Storytelling, and served on the Jury of the Cannes Lion International Film Awards. Other recognitions for his work include being one of the travel industry’s top 100 rising stars by Travel Agent Magazine in 2003, one of HSMAI’s 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel in 2004 and 2005, one of the Top 20 Extraordinary Minds in European Travel and Hospitality in 2014, and honored as one of the Global Travel Heroes in 2021. He completed his Doctor in Tourism Management at The Hong Kong Polytechnic University and graduated from Cornell University with a Masters in Hospitality Management.

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The High-Yield Tourism Podcast

The HYT Podcast provides expert insights and analysis on high-yield source markets, best practices for engagement, and actionable guidance for tourism marketers. 

Listen to our Podcast on your favourite channels:

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Published episodes.

How can High-Yield Tourism be applied in dynamic Asian tourism markets? On Episode 2 of the  High-Yield Tourism  Podcast,  Gary Bowerman  and  Dr. Jens Thraenhart  discuss targeting high-value visitors within Asia’s dynamic post-pandemic re-growth context. The journey takes us from Thailand and Singapore to China, Japan and South Korea and Mongolia and Saudi Arabia.

Travellers across the region are living out their lifestyle passions when they travel. Destinations and tourism brands are seeking to respond – often with political leaders playing a central role. But visitor numbers are rising fast once again bringing new challenges.

Plus, does backpacking in Asia – which is the spiritual home of this genre of travel – fit the high-yield model?

In the rush to recover from the pandemic, many destinations have sought to match pre-Covid arrivals. A backlash is developing. Public sentiment against mass tourism is hardening in many places. Can High-Yield Tourism marketing help confront and mitigate the new challenges facing visitor economies?

High-Yield Tourism

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Tourism Australia now identifies its target audience as High Yield Travellers (HYT). This move from a global psychographic segment to more specific audience segments by market aligns well with the high yield strategy.

This shift from HVT to the HYT has increased Tourism Australia’s total addressable audience size. An increased audience size has the flow on benefit of allowing operators who want to use the HYT audience definition to segment it themselves without it losing statistical significance.

High Value Traveller overview

• Travel long haul : Travels long haul (out of region) on a regular basis.
• Preference for Australia:  Consideration or intention to visit Australia.  Secondary audience: No immediate preference for Australia.
• Key drivers for destination choice : Food and wine, aquatic and coastal, and nature and wildlife experiences are key drivers when choosing a holiday destination.
• Represent high value:  Above average trip expenditure. Higher likelihood to stay longer. Higher likelihood to disperse further.

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Sustainable high yield luxury tourism experiences

Author: spence, jacqualine, author: benckendorff, pierre, author: chien, p. monica.

Luxury tourism is an emerging area of research and deserves consideration for its implications for tourism and hospitality management and policy development. This chapter reviews the phenomena of luxury tourism in the academic literature and in particular, its links to the concepts of high yield, sustainability and tourist experiences. The global hiatus caused by the COVID-19 pandemic has presented an opportunity for tourism policymakers and industry stakeholders to reconsider how luxury tourism can contribute to optimal economic, social and environmental outcomes with desired yield and sustainability aspirations. A renewed understanding of luxury tourism in terms of its production and consumption processes, as well as the associated value, emotion and narrative, is therefore of critical importance. The value of this chapter lies in synthesising a number of strands of inquiry across disparate bodies of literature to identify a research agenda. Areas that are proposed for further research include the conceptualisation of luxury tourism, the evolving nature of luxury experiences; value co-creation across all stages of luxury tourism; and the nexus between luxury tourism and destination image. Managerial implications of luxury tourism are also discussed, including the necessary conditions for cultivating luxury tourism; the need to measure the social and environmental impact of luxury tourism; and the important relationships between luxury tourism, innovation and market leadership.

The Emerald Handbook of Luxury Management for Hospitality and Tourism

Table of contents, introduction, part 1 conceptualising luxury, historical progression of luxury.

Throughout history, the concept of luxury has had different emphases. It was scaling its existence in tourism, from the lifestyles of ancient kingdoms to the Roman empire's witnessing sightseeing trips, tourist attractions in townships to business tours and luxury hotels in Paris to the British phenomenon of ‘The Grand Tour’ and the ‘Golden Age of Travel’. The chapter also covers its spread across the small number of affluent societies and groups of wealthy consumers hailing from not only developed but developing economies in the early twentieth century.

Presently, the concept has become ‘mass’ as the Digital-First Millennial and Generation X, and also the affluent female market is all contributing to reshape the concept and the demand of luxury travel in the emerging scenario. Therefore, to understand it fully, it is imperative to review what has gone before and the influences of factors such as economic development, technological innovation and the consumption behaviour for luxury in different societies. Thus, the chapter is an attempt to understand the historical progression of luxury tourism for giving directions for future implications for the sustainable growth of this form of tourism across the globe and in India. The chapter concludes by noting the applied and social approaches in the development of luxury tourism, leaving many academic researchers and those in the tourism industry to resolve the real progression of luxury tourism and its development with the support of a cross-cultural perspective.

Emerging Paradigms in Luxury: Understanding Luxury as an Embodied Experience in a Yoga Retreat Holiday

This chapter sets out to explore consumer-centred experiential luxury from the perspective of a human body. We focus on the various practices related to a yoga retreat holiday experience in luxury hotel premises, such as encounters with hotel facilities, employees, nature and atmosphere besides yoga practice. Attention to bodily practices and affectivities on a yoga retreat holiday experience enables discussing intangible luxury beyond the traditional debate of luxury as related to product or brand features or experiential luxury focused only on the cognitive multisensory perceptions. The autoethnographic approach supports unwrapping the subtle affectual sensations building individual luxury in the experience setting. The data are gathered along with the first author's fieldwork during her three yoga retreat holidays in Thailand. The embodied investigation of tourist practices inducing luxury in the premises of a luxury hotel enriches the discussion of the co-creation between human bodies and the experience setting. It draws attention to the dynamic, situational and sensitive nature of luxury in the contemporary touristic experience of a yoga retreat holiday. It also advances the existing research on the body, practice and knowing by featuring the way luxury is emerging within the practice of yoga retreat holiday. By challenging the paradigm of luxury sensed only through our five external senses, our findings on the being, doing and moving body deepen the understanding of the co-creation and sensitiveness, affecting the subjective, transparent and embodied understanding of luxury experience.

Koyasan's Temple Lodging: Shades of Grey in the Luxury Tourism Spectrum

This chapter examines the notion that contemporary tourists prefer luxury experiences rather than luxury products by testing the opinions and attitudes of middle-class tourists as a critical target for global luxury tourism through the lens of experience-oriented accommodation. Notions from the study were used in conceptualising a spectrum to describe the shades of grey within luxury tourism. A Japanese temple lodging known as ‘shukubo’ in Koyasan, an experience-based accommodation, was used as a case to investigate the preferences of two groups of middle-class Thai tourists: non-pilgrims and pilgrims. The results, which revealed positive opinions and attitudes towards the programme, confirm that both groups were satisfied with the luxury tourism experience programme. However, non-pilgrims, described as psychocentric tourists (represented in black at the left end of the spectrum), tended to embed them with luxury materials, such as the accommodation's facilities and amenities. Conversely, pilgrims, identified as allocentric travellers (represented in white at the right end of the spectrum), were inclined to define ‘simplicity’ as a luxury. They were also interested in learning experiences at both ‘off-the-beaten-track’ and famous branded destinations. The differences found in such an example as described above conceptualised tourists' personalities regarding luxury tourism within three shades of grey: dark grey, grey and light grey, depending on the intensity of their interests in material concerns or learning experiences. Findings from this study are general; however, it presents an original concept developed from demographic and psychographic factors to broaden the understanding of luxury tourism, which is undergoing a paradigm shift.

Luxury Tourism in Vietnam: A Political Economy Analysis

Luxury and communism are perceived to be ideologically incompatible values. Prior to the end of the Cold War, luxury tourism and socialist economies had an accommodating relationship and were rationalised at the national level for foreign exchange revenues, showcasing national development in some instances and finally promoting leisure and political education. However, contemporary scholarship on political ideology and luxury tourism is limited given changes in the political and tourism domain over the last two decades. The start of luxury travel and increasing private promotion in Vietnam comes at a time where the communist regime is hurriedly developing the economy at a breakneck speed. Key cities like Hanoi and Ho Chi Minh City have become the forefront of luxury travel for Vietnam. Luxury malls, fine dining and five-star hotel resorts have sprung over the years in tandem with Doi Moi (economic restructuring). Tourism literature has seldom ventured into regime politics and luxury tourism. Using a historical approach, the chapter traces the preamble of luxury tourism in the age of Vietnam's modernity. A critical assessment of contemporary luxury tourism in Vietnam reveals a favourable relationship with socialist principles.

Challenges and Prospects for Oman in the Making of Luxury Tourism Destination

The overall significance of tourism's role in the nation's holistic development is now a common phenomenon world over. That is why the Government of various countries are according top-most priority towards tourism development. The luxury tourism is that niche segment which is growing intense day by day and the craving of luxury traveller is uninfluenced by any economic turmoil or the crises. Tourism is now widely acknowledged as the strategic tool for economic diversification in the Sultanate of Oman. The Government is fully geared towards turning Oman into a prime luxury tourism destination by incorporating tourism in its vision 2040 strategy. The Government is actively tapping Oman's luxury tourism potential with improved tourism product development, increased projects funding, thoughtful marketing and brand promotion to reap benefits from tourism investments. Oman's unparalleled beauty, rich historic grandeur and authentic hospitality complement the desire of luxury travellers to seek unique quality and comfort, exclusivity and less ostentation. With the slogan ‘Beauty has an address’, the laudable effort of Oman has placed its tourism offering as an ideal upscale and luxury destination in the Middle East. The chapter explores the prospects of beautiful attractions and various services and facilities offered by Oman to qualify as a luxury destination. It also identifies the challenges faced by Oman in luxury tourism destination development.

Part 2 Managing and Marketing Luxury Experiences

Consuming luxury tourism – differences in consumption patterns in the czech market.

Luxury consumption in the Czech Republic and other post-socialist countries has a shorter history than in the developed Western countries. The historical development of these countries still reflects the differences in buying behaviour. The chapter focusses on luxury travellers' behaviour and consumption patterns in the Czech Republic. In the Czech Republic, where the concept of old luxury has prevailed, it is already possible to observe a gradual shift towards a new luxury travel model. This new luxury model is associated with a high level of comfort and privacy, exclusive location and first-class services and new elements such as travelling, authenticity and sustainability.

The chapter provides different perspectives on consumption patterns. It points to consumer behaviour in luxury travel in dependence on the selected sociodemographic variables and spatial determinants. It also reveals the luxury-driven travel motivation and preferences on a luxury holiday. The results show that Czech luxury travellers are different in comparison with the traditional European markets. The Czechs fall behind the European luxury travellers, especially regarding the financial possibilities. As far as the Czech luxury traveller profile is concerned, the category of baby boomers with tertiary education and regular income is the most dominant among Czech affluent clients. The satisfaction of the needs for relaxation and the exploration of new destinations are the primary motives for taking luxury holidays. Concerning the regional income inequality, disparities between the capital city of Prague and the rest of the country are observed.

Marketing Luxury Experiences in an Emerging Luxury Destination of Norway

Many destinations are keen to be a part of the increasing and lucrative luxury tourism market. Before targeting luxury tourists in the marketing efforts, is it essential to understand the meaning of ‘luxury’ and what is considered exclusive? As an emerging luxury destination, Norway certainly offers many attributes that can satisfy the needs of luxury tourists. Marketing luxury provides, nevertheless, challenges for Norway as its main attraction is nature, which is fundamentally free and accessible to anyone. Thus, it is necessary to tailor-make unique nature experiences with luxurious products, resulting in exclusivity and once-in-a-lifetime experiences beyond the masses. Luxury tourists have also been advocated as more sustainable than mass tourists as addition to the issue of carrying capacity; many are also concerned with responsible tourism. Specialist travel agents play an important role in the marketing process as they have first-hand knowledge of luxury tourists as well as acting as guardians of information communicated in marketing. In addition to mainland Norway, the Svalbard islands in the Arctic region may be considered as truly unique and exclusive destinations. While sustainable development is a major concern in Norwegian tourism in general, it is even more vital in the Arctic regions. Therefore, marketing needs to provide a balanced picture of the attractions and attributes in order to become a luxury destination that is sustainable in the long run.

‘The Butler Did It!’ Luxury Accommodation Management in Tourism from the Caribbean to the Pacific Islands

To remain competitive in an ever-changing marketplace, many accommodation managers are constantly upgrading their portfolio of service offerings for guests. Luxury suites with butler service were created as an extra component of luxury to the accommodation model. This inclusion was a welcomed innovation for guests who were willing to pay top dollar for top-of-the-line services and the ultimate in exclusivity. Butlers act as the luxury service delivery mechanisms in accommodations, going above and beyond to meet and exceed guest expectations. This chapter makes a unique contribution to the compendium of knowledge on luxury hospitality and tourism by providing insights from the supply side of luxury accommodation brands in the Caribbean and Pacific regions. A comprehensive review of the literature on the topic coupled with semi-structured interviews were conducted in the Maldives, Jamaica, St. Barts, The Bahamas, St. Lucia, Antigua, Cayman Islands, Barbados and Mexico. With an expressed need to examine the operationalisation ( Miller & Mills, 2012a, 2012b ) and subjectivity constructs ( Godey et al., 2012a, 2012b ) on Luxury Management in Hospitality and Tourism, this chapter aims to provide an excellent addition to the discourse. It also aims to address a major gap in the literature as there is a lacuna of recent research on Luxury Management in Tourism in Small Island Developing States (SIDS) from two major tourism dependent regions of the world – the Caribbean and the Pacific.

Marketing Gastronomic Tourism Experiences as Luxury

Luxury has received attention from tourism researchers as an important element of the gastronomic tourism experience. With recent research suggesting food and wine tourism being connected to luxury, it is important to explore how gastronomic tourism experiences are marketed to create such perceptions and feelings of luxury. This chapter aims to understand marketing strategies that support luxury gastronomic tourism experiences. In contrast to the definition of luxury as a performance or a value, this research conceptualises luxury as an affect which is sensed and felt in gastronomic tourism experiences. How this conceptualisation translates into marketing practice is explored for a particular gastronomic region. An in-depth analysis of the website of a destination marketing organisation in the Hunter Valley gastronomic region of Australia shows that the gastronomic tourism experience is marketed as bucolic luxury using marketing strategies of connection, congregation and repetition, all of which channel and maintain the affect of bucolic luxury. The chapter contributes to the literature on luxury marketing in the tourism context by identifying marketing strategies that can augment the affect of luxury for the gastronomy tourist.

Luxury Tourism and Hospitality Employees: Their Role in Service Delivery

Delivering services that create memorable luxury accommodation experiences rely on frontline staff to engage guests on a sensory level rather than merely a functional one. This engagement includes cognitive, emotional, relational and behavioural. Hospitality and tourism industries are people-orientated – people are needed to serve people in order to create desired experiences – and it is very difficult to create satisfaction or to revisit intention in every interaction that takes place. It is this intangible characteristic of the industries, provisions and tangible cues that play an important part in enhancing the overall luxury accommodation experience. Guests are very clear as to what they expect from luxury accommodation experiences: they feel that they are paying for a service that should be personalised, and that staff should realise what they want and need. The human interaction component and the co-creation that occurs between staff and guests is an essential dimension of the industry. The influence of these interactions on guest experiences and the delivery of services will be explored in this chapter.

The Language of Luxury: Decoding the Luxury Hotel Brand's Marketing Communication

The market for luxury products and services plays a significant role in the world economy. The luxury hotel market is a crucial segment within the global market for luxury products and services. Luxury hospitality recorded a 5% growth rate along with demand for luxury cruises recording the growth of 7%, the highest among all luxury segments. The remarkable performance of luxury products and services over a period is attributed to the laudable marketing communication strategies of luxury marketers. In this research, we aimed to analyse how a multi-brand hospitality firm differentiates its luxury brand with other luxury brands in the portfolio, using textual messages aimed to communicate the uniqueness of the brands in its official websites. The case study method and content analysis are adapted to achieve the research objective. The study results show that different luxury brands under the brand portfolio of Marriott International can communicate the differences through the textual contents. Most of the differentiation relies on brand-specific features, traditions, services, location of the hotel and metadata on the Internet, followed by branded differentiators. It may be concluded that Marriott has been successful to an extent in using text contents in the website to differentiate its luxury brands.

Branding Luxury Travel

Luxury branding, in the context of tangible luxury consumables, has received academic attention. But the notion remained inconclusive in the context of consumption of luxury intangibles. The travel setting provides an excellent backdrop to explore the complex cognitive process of assigning meaning to the relationship between travellers and luxury travel brands. The shifting image of luxury consumption from elitism to mass aspirational, too, needs to be studied for its transformative implications. The chapter focused on developing a brand relationship scale, namely, TraveLux, in the context of luxury travel consumption and tested its robustness to explain the shared sentiments and emotions of travellers, engaged in luxury travel, across social media. The chapter identifies a four construct instruments capturing the essence of immersive experience, ethnocultural acculturation, passion and excitement and self-congruence as a seedbed of luxury brand affinity for travellers. TraveLux was also found to capture the shared experience of travellers consuming luxury travel brands, thereby establishing a synch between the instrument constructs and manifested human cognition in real-life situations. The study expanded on the volume of literature pertaining to luxury branding in the context of product-oriented industry and addresses the existing void in understanding traveller–brand relationships in luxury travel contexts. The study implicates a theoretical change in branding concept in perceiving luxury brands as price-based exclusivity to a transformative cultural experience. Further extrapolations of the study could be made by incorporating subtle behavioural patterns of travellers in perceiving luxury and subsequent evocation and predisposition towards decision-making.

Part 3 Technology and Other Contemporary Facets in Luxury

Technology and luxury in tourism and hospitality.

This chapter intends to give insights into the use of technologies such as virtual reality (VR), augmented reality (AR) and artificial intelligence (AI) in tourism and hospitality. Thus, the objectives are to: (1) give an overview about the meaning of luxury the use of technologies in tourism and hospitality, (2) provide examples about the use of such technologies (e.g., VR, AR, AI in practice) and (3) point out suggestions about further research in the interface of luxury and technologies in tourism and hospitality. The chapter is of interest to both academics and practitioners since it presents luxury, VR, AR and AI concepts, gives examples of technologies applications and points out critical areas for future research.

Luxury Hospitality and the Adoption of Voice Assistants: The Role of Openness to Change and Status Consumption

New technologies represent an important challenge for all sectors across the world, becoming a relevant opportunity for the luxury hospitality industry as well. This study empirically investigates the effects of openness to change and status consumption orientation in influencing luxury hotel guests' perceived usefulness of voice assistants when integrated with their staying. Specifically, we shed light on the potential interplay between these two constructs in shaping guests' perceived usefulness of these devices. Finding suggests that openness to changes and status consumption represents two potentially alternative aspects that managers could leverage to encourage hotel guests' perceived usefulness and vocal assistant devices. This implies that openness to change on the part of luxury hotel guests may be a necessary but not sufficient condition for these devices to be accepted. Rather, luxury hotel managers should also consider the status consumption orientation of their guests.

Influence of Branded Luxury Guestroom Amenities on Guests’ Hotel Buying Decisions: A Case of Five-star Hotels in Delhi

This study aims to determine whether the branded luxury guestroom amenities provided in five-star hotels of Delhi influence the guest's hotel purchase decisions. It also identified the amenities which are found to be most and least influential in affecting the guest's hotel selection and purchase behaviour. The study was conducted in the three upscale five-star hotels of Delhi. The selection of amenities and brands to be considered as luxury was based upon three focus group interviews with the room's division manager of the hotels. A structured questionnaire was drafted to identify the most and least useful hotel amenities among the respondents, influencing their hotel selection and purchase behaviours. Wi-Fi in the guestroom was found to be the most valuable amenity, with stationery items regarded as least valuable. It was also found that the guest's hotel selection and purchase decisions were significantly influenced when luxury branded amenities were placed in the guestroom. Guests were even found to pay extra when the hotel provided access to luxury branded amenities in the guestrooms. This is a novel attempt to find how the guests' hotel selection and purchase intentions are influenced by the placement of branded luxury amenities in guestrooms.

Michelin-starred Restaurants and Its Contribution to Luxury Gastronomy Tourism

The relationship between food and tourism has always been an increasingly important segment in the real worlds of hospitality, destination marketing and tourism development. However, only recently we have seen the acceptance of the growth in interest in gastronomic tourism as an academic field of study. Nowadays, there is a worldwide rise of concern for gastronomy and, specifically, for top gastronomy. The influence of gastronomy on tourism has provided new and exciting opportunities for major stakeholders in the tourism and travel industry.

This chapter focuses on the relation between Michelin-starred restaurants and luxury tourism in an attempt to understand the impact and influence of luxury restaurants in tourism. An evolutionary analysis of the literature and a Michelin-starred case study will be conducted with the aim of: (1) understanding Michelin star system and luxury gastronomy; (2) analyzing the potential link between top gastronomy and luxury gastronomy; and (3) listening to chefs' voices and perspectives on changes in consumer behaviour, perspectives and trends. Findings generated by this approach may help create innovative ways to address luxury tourism and hospitality.

Part 4 Sustaining Luxury

Managing luxury brand creation, communication and sustainability: evidence from the four seasons hotels and resorts case.

This chapter aims to introduce luxury brand management strategies applied in the hospitality industry and illustrate how luxury hospitality business operators can create, communicate and sustainably manage luxury brands. This chapter introduces the definitions and dimensions of luxury brands, followed by an exploration of the concept and importance of luxury brand sustainability. This chapter then explores how to maintain long-term luxury hospitality brand sustainability by applying a luxury brand framework. This chapter uses a case study featuring the Four Seasons Hotels and Resorts (FSHR) to understand how a luxury brand communicates and maintains its sustainability through its various dimensions through the process of brand creation, communication and management. The chapter ends by providing practical implications for existing luxury hospitality brand organisations in the arena of customer service.

Sustainable Luxury Tourism: Promises and Perils

Recent decades have witnessed a rising concern regarding the prosperity of the environment and utilisation of resources. A sustainable approach is being promoted in all sectors. In the field of tourism, sustainable tourism is widely discussed among researchers and practitioners. On the other hand, luxury tourism is criticised for lavish resource utilisation to serve the few luxury tourists. There is a need to include sustainability in luxury tourism to benefit the environment, local communities, tourist destination and luxury tourists. However, sustainable luxury tourism is an emerging concept and needs more investigation. This chapter attempts to present the existing knowledge about sustainable luxury tourism by implementing a systematic literature review. Further, the opportunities and challenges associated with sustainable luxury tourism are being highlighted. This study has identified the factors that need to be considered to promote sustainable luxury tourism. Moreover, suggestions of the researchers are being presented to serve as guidelines. This study includes an example of the Diphlu river lodge, which has practised sustainable luxury tourism for many years. The viewpoint of luxury tourists are being understood by analysing the reviews of tourists from TripAdvisor using NVIVO-12 qualitative data analysis software. The combination of literature review and practical information provides insight into sustainable luxury tourism.

Conceptualising Social Sustainability in Sustainable Luxury Tourism in Martuwarra, Northern Western Australia

Sustainable luxury has often been seen to offer both environmental sustainability and the possibility for innovative entrepreneurial development of natural and cultural heritage. The possibility and challenges of sustainable luxury tourism for Indigenous groups have been discussed by Poelina and Nordensvärd (2018) at some length by including a cultural governance perspective that brings culture and nature together. They stressed how protecting our shared human heritage and human culture can be aligned with a new wave of sustainable luxury tourism. To achieve this, we need to create links to both management and protection of landscapes and ecosystems as vital parts of heritage protection and social development. This chapter explores how and why we need to integrate social sustainability into sustainable luxury tourism, where we can foresee potential pitfalls and conceptualise nature-based and Indigenous tourism to empower local Indigenous communities and provide them with sustainable employment, economic development and community services. The sustainable tourism model provides brokerage necessary to strengthen their capacity for innovation, entrepreneurship and transformational change. This transformational change requires tourist visitors and non-Indigenous tourism operators to be open to a new experience with Indigenous guides and tourism operators to see, share and learn how to feel ‘Country’ ( Poelina, 2016 ; Poelina & Nordensvärd, 2018 ). We will use Martuwarra (Fitzroy River) and its communities in Kimberley (Western Australia) as a case study to develop a sociocultural sustainable luxury tourism framework that includes governance, legal and management and social policy perspective.

Sustainable High Yield Luxury Tourism Experiences

Luxury tourism is an emerging area of research and deserves consideration for its implications for tourism and hospitality management and policy development. This chapter reviews the phenomena of luxury tourism in the academic literature and in particular, its links to the concepts of high yield, sustainability and tourist experiences. The global hiatus caused by the COVID-19 pandemic has presented an opportunity for tourism policymakers and industry stakeholders to reconsider how luxury tourism can contribute to optimal economic, social and environmental outcomes with desired yield and sustainability aspirations. A renewed understanding of luxury tourism in terms of its production and consumption processes, as well as the associated value, emotion and narrative, is therefore of critical importance. The value of this chapter lies in synthesising a number of strands of inquiry across disparate bodies of literature to identify a research agenda. Areas that are proposed for further research include the conceptualisation of luxury tourism, the evolving nature of luxury experiences; value co-creation across all stages of luxury tourism; and the nexus between luxury tourism and destination image. Managerial implications of luxury tourism are also discussed, including the necessary conditions for cultivating luxury tourism; the need to measure the social and environmental impact of luxury tourism; and the important relationships between luxury tourism, innovation and market leadership.

50 Shades of the Luxury Hospitality Industry

The world of luxury hospitality is predominately perceived in a positive format; however, what this chapter discusses is the negative side to the luxury hospitality. The chapter critically examines the hotels' role in breaches of human rights and their possible involvement in illegal practices such as human trafficking and modern slavery. It provides an overview of the problem, the key terms and the stages of hotel involvement in this procedure. It examines the underlying reasons for the status quo, including discretion and secrecy accompanying luxury service. It highlights the vulnerability of the luxury sector relating to repercussions in terms of reputation and loss of trust. The chapter further examines the concept of duty of care and the breaches of it in relation to hotel staff. Particularly, it examines the industry-wide problem of alcohol and drug abuse among employees and the possible reasons behind it, followed by possible best practice solutions.

Part 5 Luxury in a Post-Pandemic World

Reinventing luxury travel imaginaries: early responses of travel influencers to the covid-19 pandemic.

This chapter assesses how luxury travel imaginaries were modified in the aftermath of the outbreak of the coronavirus pandemic. Drawing on long-term fieldwork among travel influencers, the chapter presents their response strategies to the COVID-19 pandemic. Based on an analysis of evidence from participant observation in tourist sites, network visualisations, in-depth interviews and platform profiles, I trace the transformations luxury travel imaginaries have undergone since the beginning of 2020. Before this global crisis, travel influencers became new puissant players in the highly globalised tourism industry as they regularly received assignments from tourism boards and hotels. Although brand sponsorship was considered a substantial source of revenue for travel influencers, their collaborations in travel destinations and the monetisation of travel content on YouTube were further assets to secure a livelihood. The coronavirus outbreak, however, turned their life-worlds upside down. This ethnographic investigation identified three main responses of travel influencers to the current long-term crisis of tourism: (1) diversification of content creation and orientation towards other influencer genres, (2) support for local tourism organisations and online promotion of staycations and (3), finally, travel to tourist sites for circulating online content on safe travel standards. Digital platforms became a major arena where the future of tourism has been re-negotiated in the wake of the COVID-19 outbreak. The in-depth investigation suggests that travel influencers were in a position to create new powerful representations of luxury as safe travel since they acquired the skills to establish stable storyworlds for their travel experiences, which attracted the attention of large platform audiences.

Luxury Hospitality and Tourism during the Pandemic

The growth of luxury tourism has been brought to a grinding halt due to the COVID-19 pandemic affecting most parts of the world since early 2020. Although the time for recovery of hospitality and tourism industries is still unclear, experience from the SARS outbreak in 2003 showed that the bounce back from consumers could be fast. The group of most affluent consumers, mostly known as HNWIs (high net worth individuals), will resume their original consumption behaviour much sooner than the rest of the market; these affluent consumers are the main target market of luxury hospitality and tourism industries.

This chapter presents different types of luxury tourism, luxury lifestyle, luxury tourists' decision-making and luxury hospitality products. The luxury food and beverage business in Singapore is presented to illustrate the commercial environment during the pandemic.

The Pandemic of Tourism: How Tourism Has Become an Unsustainable Luxury

This chapter aims to establish the relation of luxury tourism to sustainability and questions whether tourism in its current form is not itself a luxury. By analysing consumer travel motivation and demands of luxury tourism, we examine the impact of these perceptions and ask whether Anthropocene tourism does not by definition have a negative impact on the environment. A new concept of luxury has developed clearly illustrated by a move from Maslow’s (1943) ‘esteem’ to the top tier of ‘self-actualisation’ as reflected in Pearce and Lee (2005) Travel Career Ladder and top tier of personal fulfilment. This move has led to a decline in physical trophy collection, but rather the desire for luxury is taking on a new definition more about a perception of environmental connection, personal fulfilment and finding a brand or experience that shares similar values to the consumer. The commodification of nature has led to new forms of tourism concentrating on connecting to places, people and causes. An analysis of tourism growth impact in the Global North and South, and neo-colonisation in tourism highlights the contradictions within sustainable goals and tourism. It is increasingly difficult to categorise tourism as sustainable or unsustainable, luxury or non-luxury, but rather this chapter questions whether tourism itself has become an unsustainable pandemic and an indefensible luxury.

Delivering Luxury Experiences in the Post-COVID-19 Reality

As the world slowly emerges from the pandemic of the newly discovered COVID-19 virus, luxury hospitality providers are re-opening their businesses in a completely new reality. While they ensure that their unique brand identity and image are appropriately communicated to the customers, they must also strictly adhere to the hygiene and cleanliness standards imposed on businesses by local authorities. As a result, luxury hotels, restaurants, spas and resorts find themselves in a situation where they must adjust, if not re-design, experiences offered to their customers.

This chapter looks at the concept of experiences and examines key elements of creating authentic experiences. It discusses the role of embedding the culture of adaptability to change to ensure the business's longevity and resilience to crises. Finally, it deconstructs some of the industry's best practices to showcase the most creative and resourceful approaches to embracing the new reality and offering authentic experiences to discerning guests.

The chapter is concluded by an attempt to look into future customer expectations and businesses' opportunities to re-open and provide updated services to customers by actually embedding strategic foresight in both short- and long-term planning to build genuine resilience to future crises.

Luxury Tourism in the New Normal: In Search of the New Memorability

This chapter explores in-depth the particularities of the luxury travel industry during the coronavirus pandemic. The chapter begins with a literature review on the concept of the experience referred to as luxury travel, followed by a brief overview of the measures adopted globally in the tourism sector for the prevention of COVID-19. Due to the impact of the crisis, high-net-worth individuals (HNWIs) have changed their motivations, preferences and behaviour. To meet the new demands prompted by the pandemic, the luxury travel industry has adopted a wide range of strategies that have been classified into three groups: (1) reducing new moments of friction; (2) experiencing protection and (3) building new memorable experiences. A selection of examples from the luxury travel industry illustrates each category. The chapter ends with a case study that describes the strategy adopted by Fiji to respond to the pandemic. The manner in which Fiji has tackled the pandemic may be inspiring for other tourism-dependent destinations as Fiji has been able to protect the health and safety of the inhabitants of its islands while preserving the local economy, which relies on tourism.

Conclusion: Way Forward for the Hospitality and Tourism Luxury

• Anupama S. Kotur
• Saurabh Kumar Dixit

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• How Culture and Heritage Tourism Boosts More Than A Visitor Economy

by Carolyn Childs 37 Comments

Culture and heritage tourism plays a critical role in building the visitor economy and goes even beyond that. A recent survey showed that over 50% of respondents polled agreed that history and culture are strong influences on their choice of holiday destination. 

Culture and heritage tourism is a fast-growing and high-yielding sector

Statistics also indicate that culture and heritage tourism continues to grow rapidly, especially in OECD and APEC regions. We estimate the direct global value of culture and heritage tourism to be well over $1billion dollars, with that of the Asia Pacific region being approximately $327 million.

It is already directly responsible for more than 50 million jobs in APEC countries. And what’s more, the indirect benefits of culture and heritage tourism are thought to be of the order of $1 billion and account for further 75 million jobs across the region. 

There is no denying the fact that culture and heritage tourism tends to attract high-yield tourists. While global figures can be hard to obtain, all available statistics on tourism in various individual markets like the UK, New Zealand, Australia, India , etc. reveal a consistent pattern.

Culture and heritage tourists often stay longer and spend a lot more money in general than other tourists do. In fact, one study showed that a culture and heritage tourist spent as much as 38% higher per day and they stayed 22% longer overall compared to other kinds of travellers.

Taj Mahal, Indian Symbol

Although the statistical evidence doesn’t show consistency regarding repeat visitors, tourism data on United States’ Culture and Heritage visitors indicates that the level of repeat visitation amongst this group of travellers is higher than that of traditional tourists. 

It builds engagement

Culture and heritage tourists usually visit cultural heritage attractions such as historic buildings and other historic attractions; archaeological sites; state, local, or national parks; art galleries or museums; concerts, plays, or musicals; ethnic or ecological heritage sites; and such attractions. These travellers say that these trips are more memorable than conventional holiday trips since they allow them to learn something new.  This focus on learning skills and gain enrichment has been identified by Trendwatching as a core global trend in travel (and links to broader macro trends in consumer needs).

The benefits of culture and heritage tourism are amplified through the economy, so their impact is much wider than just the direct spending levels. As Simon Thurley of English Heritage has shown in his Heritage Cycle, heritage tourism has benefits that extend beyond the solely economic. 

What are the benefits of heritage tourism?

Generally, the benefits of heritage tourism can be categorized into three groups: economic, social, and environmental. As they tend to be the highest focus for destinations and policymakers we have focused on the economic benefits first

Economic Benefits of Cultural and Heritage Tourism

• Injects new money into the economy, boosting businesses and tax revenues 
• Creates new jobs, businesses, events, and attractions, thus helping diversify the local economy 
• Supports small businesses and enables them to expand 
• Promotes the active preservation and protection of important local resources 
• Builds vital relationships among and within local communities
• Helps encourage the development and maintenance of new/existing community amenities 

Social Benefits of Cultural and Heritage Tourism 

• Helps build social capital

• Promotes positive behaviour 
• Helps improve the community’s image and pride
• Promotes community beautification
• Builds opportunities for healthy and useful community relationships and partnerships
• Provides research, education, and work-placement opportunities for students
• Creates enjoyable opportunities for both local residents and visitors attracted to the cultural arts, history, and preservation
• Boosts local investment in heritage resources and amenities that support tourism services 

There is evidence that helping maintain buildings of character culture and heritage tourism can contribute to precincts’ innovation and business diversification.  Small businesses based in amazing buildings are typically innovators and provide a core for other larger businesses.

Environmental Benefits of Cultural and Heritage Tourism 

• Heritage tourism helps encourage a culture of preservation
• Boost awareness of the tourist site, attraction, or area’s significance
• Helps encourage local residents and visitors to be mindful of their impact on the natural and built environment 

 Although there is a risk that this type of tourism can lead to a place being ‘loved to death (think the Taj Mahal or the Sistine Chapel ), properly handled it can provide a reason to invest in things like sewage and water resources in areas. 

So that is why we think Cultural and Heritage Tourism is vital to the visitor economy – and destinations should seek to maximise the opportunities it brings. In future articles, we will be delving more deeply into practical opportunities on how to do that. (If you are an MTR member then you can also access more detailed content via the Members Only HomePage .)

Looking for more Culture and Heritage tourism information? You can check out our blog about defining cultural and heritage tourism and cultural tourism opportunities .

Do you want to hear more from us? 

Want to be kept up to date with the latest travel and tourism insights? Join Our Mailing List. Every 2 weeks, we send the latest practical insight for you to apply to your business and destination marketing. 

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About Carolyn Childs

Carolyn has spent more than 25 years’ helping businesses achieve their goals by using research and other evidence to guide strategy and planning – mainly in the aviation, travel and tourism fields. She has worked in more than 35 countries on every inhabited continent and brings a detailed understanding of customers and how to connect with them. As well as running her own businesses, she has worked for organisations such as the International Air Transport Association, TNS (the world’s largest custom research company) and the Travel Research Centre.

November 28, 2023 at 7:58 am

Your blog, ‘How Culture and Heritage Tourism Boosts More Than A Visitor Economy,’ brilliantly unveils the multifaceted impact of cultural and heritage tourism. The depth of your analysis and compelling narrative style make this a must-read. It’s a commendable exploration of the broader positive influence that goes beyond economic aspects, showcasing the richness and importance of cultural exploration. Excellent work!

December 22, 2023 at 11:14 am

Thanks Kenny!

June 12, 2023 at 12:00 pm

What are the pros of heritage tourism?

June 12, 2023 at 12:40 pm

We try to outline these in the article but this type of tourism helps us preserve our vital cultural assets, gives communities pride and helps build economic opportunity. You can also find out more at the website of the World Tourism Association for Culture and Heritage and at that of ICOMOS .

Of course you have to do it right! This starts by the community understanding what they have, then deciding what they want to share finally finding visitors who want that.

One challenge is the concept of heritage has some negative connotations in that it can seem ‘fusty’ but by showcasing culture and immersion it becomes incredibly engaging. In our work with SHP we are working to overcome this.

Travellers say that they want to get under the skin of a destination – culture and heritage tourism does just that.

November 23, 2022 at 8:58 am

Hello. Thank you for the great blog today. Have a nice day 강남호빠

June 12, 2023 at 12:45 pm

Glad you liked it…

December 30, 2021 at 1:52 am

Thank you for this interesting piece. Can you clarify time frame for stats like this: “We estimate the direct global value of culture and heritage tourism to be well over $1billion dollars, with that of the Asia Pacific region being approximately $327 million.” Is this an annual figure? I am citing your work and want to be sure I am doing so accurately.

October 4, 2022 at 1:57 pm

Dolly it is an annual number. I think this number is now well exceeded though as this has been a huge growth area

October 12, 2021 at 7:49 pm

I would like to know on how can we able to preserve our cultural heritage so as we can ensure imcrease of coming tourists especially to the developing countries, since it has mostly be an obstacle to those nations.

November 29, 2021 at 2:38 pm

I think there is a need to engage your local community and to demonstrate the benefits to them, including opportunities for employment. Community is important as we also need to make sure that the way we promote it benefits the community.

One simple framewok I have seen in Canada is

1) work out what you have. What do you have to share. This doesn’t have to be buildings, intangible culture like cuisine and arts are important to. Audit what you have, collect your stories 2) Agree what you want to share. Agree what you want to share with visitors 3) work out what visitors want. Identify what demand there is for what you have to offer, what customers are interested? then find out about how they book and plan travel (lots of resources in our blog on this) then create a destination management plan (guidance on what to use can be found at https://www.austrade.gov.au/ArticleDocuments/5499/DM_Guide.pdf.aspx ) This will help you work out how and what to do

March 2, 2023 at 12:10 am

we are having different activities that we can do as our culture-heritage but due to financial constrain we get it difficult tp practices such kind of activities to promote our culture and also to act as tourism attraction for other continent .

June 12, 2023 at 12:34 pm

Not all culture and heritage activities have to cost a lot. Community-based tourism generally starts small scale and is built by the community asking what it can do rather. This could be simply opportunities for visitors to meet members of the local community or come for a meal at their homes. Talking to visitors already coming (if any) is a good place to start.

May 6, 2021 at 12:16 pm

Hi that is a question how heritage attractions make global marketing in order to attract more foreign tourists and enhance their popularities all over the world. Is it possible for the heritage attraction make efforts oversea? like participating in exhibition.

June 15, 2021 at 2:00 pm

Hi Cindy we definitely think attractions can promote overseas, but it depends on the attraction and whether it is likely to appeal to individual visitors. Our advice on promotion for an attraction is normally to do so in partnership with their host destination

October 27, 2021 at 6:15 pm

Hie We appreciate what you are doing. We are also trying to come up with a plan to establish a Cultural Heritage and Adventure tourism resort in our rural area in Hwedza. If you are ininterested in helping us please be intouch and will post to pictures of the magnificent sites we wish to show the world. Thank you in advance.

Best Regards Tsungai Maphosa

November 29, 2021 at 2:39 pm

Tsungai … will be in touch soon

April 9, 2021 at 7:55 pm

In which year you published it? I need it for my research paper

August 19, 2021 at 3:59 pm

April 2015… we review it each year and it still holds true and is our most read post!

January 25, 2021 at 5:39 pm

I have a question in what way how leisure helps the tourism industry?

I’m not sure I understand your question. Can you explain a bit more

December 4, 2020 at 5:15 am

I have a question, How to use tourism culture element to attract tourists ?

April 22, 2021 at 11:01 am

It was updated in 2020 but initially published on Apri 18, 2015. We revisit it reqgularly and it still holds true

September 14, 2020 at 8:57 pm

Culture or heritage consumption requires understanding how tourist’ emotions and reasons interacting in experiencing these products to ensure long-term sustainability?

October 12, 2020 at 10:33 am

It does indeed. It also means encouraging the right tourists.

September 13, 2020 at 12:52 am

I have a question explain the economic benefits, social benefits and environmental benefits of heritage tourism. Specify specific examples /situation

October 12, 2020 at 10:31 am

This could honestly be a whole text book Natalia! The three are highly linked as in what brings money in gets valued and what is valued is protected. It is called the heritage cycle. The UK Lottery fund has a report on the value of conserving and adapting heritage buildings that shows they bring in GDP.

August 17, 2020 at 11:50 pm

What are the possible objects of cultural interest that may entice or impact tourist arrivals?

October 12, 2020 at 10:29 am

Krister… the process is a three step one. Identify what you have, Agree with the community what can be shared, identify if there are enough visitors who might be interested and who they are? There isn’t a one size fits all on this.

February 4, 2020 at 11:34 pm

In your own words what are the advantages of heritage tourism and what are the disadvantages or challenges of heritage tourism?

March 3, 2020 at 5:57 pm

Mark Great question. I don’t see any disadvantages if it is managed well. The challenges come when it isn’t developed with local buy on, people fail to plan for tourism and culture together and where you don’t let the story lead. The advantages are almost too numerous to mention: social capital, civic pride, economic benefit, a clear case for protecting assets.

January 19, 2020 at 11:22 am

I have a question how does cultural heritage promotes tourism?

January 24, 2020 at 11:12 am

Cultural heritage provides a compelling reason to visit. As more people have the ability to travel we see that the desire to understand other cultures grows. Cultural heritage often includes compelling human stories and provokes a sense of wonder. Who hasn’t stood in front of the pyramids and ‘gone wow!’?

There is strong supporting evidence. Research on the impact of gaining World Heritage status indicates that it boosts visitation. It’s a way of curating the ‘best of’ that anyone can understand.

July 4, 2019 at 12:37 am

Now, that’s a great question. All places are heritage destinations since all of them have their histories. However, some places are more historically significant than others. In that sense, all travel can be classified as heritage travel.

Attractions can be either heritage attractions or otherwise. In other words, non-heritage attractions like scenery, national parks, nightclubs, safaris, adventure are also reasons why people travel. In this case, heritage has no place.

I would like to ask one question of my own: How important do you think it is for travelers going to heritage destinations, to be acquainted with the history of the place?

September 11, 2019 at 2:18 pm

I am not sure we could police that. Maybe more like encourage it but great interpretation on site can do the same job

December 6, 2018 at 4:47 am

I have a great question if you can answer the question by my email address Does tourism exist without heritage or attraction? if you say yes how? if you say no how?

September 11, 2019 at 2:21 pm

It depends what you mean by an attraction … many holidays are about relaxation. They may include sightseeing, but the classic ‘fly and flop’ holiday is still tourism. We now know that even this type of holiday can help with mental and physical health

September 21, 2019 at 5:40 pm

YES you are absolutely right that tourism has a lot of advantage for health. Tourism is one which bring happiness in our life and enjoy Full moments. even through it we feel something fresh and new observation.

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Focusing on high financial value still keeps the tourism industry's focus on a quantitative metric. | Photo by Quang Nguyen Vinh

Rethinking Tourism

March 27, 2023

What Defines a “High-Value” Traveler — and Would a Shift in Perspective Make a Difference?

Preparing for a recent speaking engagement, I browsed the notes put together by a panel moderator. It’s common to receive a tentative outline and relevant questions to help guide the conversations, even if they end up being fairly organic in the moment.

Yet, reading over these notes, one of the questions posed by the moderator stood out to me: What can we do better to attract the “high values” traveler committed to sustainable tourism and respecting local communities and cultures?

I mulled over the question. 

We talk a lot about the high-value traveler — the person who, presumably, has the potential to spend a lot of money while visiting a destination. A search on the term “high-value travelers” notes they are likely to spend more, stay longer, and disperse beyond hotspots. Additionally, they’re motivated by nature, wildlife, aquatic, food, and hands-on experiences.

So, there you go: The high-value traveler as defined by the tourism industry.

Yet, these definitions still tend to feel a bit boxed in to me. “Value” isn’t restricted to finances, so perhaps a high-value traveler could offer a social, cultural, or educational benefit to a community as well. 

This leads me back to the question I found tucked between one on greenwashed narratives and another on strategies for approaching complex sustainability issues. 

Was the addition of the “s” on the word “value” a slip of the finger on the keyboard, or was it intentional? Because, if it was intentional, this brings up a point we’ve not examined in tourism. And that point is: Are we still attracting the wrong travelers for the wrong reasons?

Certainly, the financial benefits of tourism cannot be understated. According to the World Travel & Tourism Council , tourism was expected to contribute US$8.6 trillion to the global economy in 2022. That’s only 6.4% less than pre-pandemic levels. And, given the explosion of travel in just the first quarter of 2023 (despite global challenges like the climate crisis and increased costs of living), this number seems likely to blow any 2019 figures out of the water.

So, yes, the financial benefits of tourism matter. A lot.

It is, in fact, one of the tools gatekeepers are using to keep these massive traveler numbers in check. With more destinations implementing or increasing visitation fees, and price increases on everything from airline tickets to restaurant meals, one could argue that leisure travel is becoming more elitist by the day . 

In other words, the tourism industry is taking action so that only “high-value” (i.e. financially flush) travelers have the means to go on holiday. More money, fewer people. The scales are tipping in the right direction, yes?

I’m not so sure. Even if the high-value traveler stays longer and spends more, isn’t that moving the needle from one quantitative measurement to another? Isn’t it about time that we start considering more qualitative KPIs and become more accepting of localization and nuance when it comes to defining “success?”

With this in mind, are high-value travelers the only people we want to be able to enjoy leisure travel? Or, as this session moderator noted, would we be better off attracting “high-values” travelers committed to sustainable tourism and respecting local communities and cultures?

“Values” are defined as principles or standards of behavior. Valuing something means believing it is worthy, important, and deserving.  

Through this lens, I would argue that high-values travelers venture forth with a deep sense of curiosity, interest, and respect. They might not be able to afford the priciest hotel in the area or book the multi-day tour, but they are valuable because they ask questions, seek out meaningful experiences, and travel with an open mind. Perhaps these travelers would be more inclined to thoughtfully share their experiences with others as well. 

In this highly interconnected world in which we live — a world that is desperately in need of innovation, creativity, regeneration, diverse voices, and deep systemic changes — perhaps we should be more open to attracting high-values travelers .

In other words, a high-value traveler (the persona the industry has been seeking to attract) and the high-values traveler (the persona with high standards of behavior who believes a place and its people are worthy and important) may not actually be the same thing. Further, the latter may actually be more valuable than the former. 

Of course, this is not to say these two travelers are never mutually exclusive, but there could be marked differences in the way they approach, visit, and share their experiences.

This calls into question whether, in our departure from the dollar-driven traveler, we’ve gone far enough to define and attract the “right” travelers. Would this additional shift in perspective — from high value to high values — get the tourism industry even closer to the radical reinvention that is long overdue?

JoAnna Haugen is an award-winning writer, speaker, consultant, and solutions advocate. She is also the founder of Rooted, a solutions platform at the intersection of sustainability, storytelling, and social impact. Hire her as a consultant or to speak at your next event . Find JoAnna on LinkedIn , and stay inspired by following Rooted on Instagram .

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Asia Travel Re:Set

Issue #141 - Applying High-Yield Tourism to Dynamic Asian Markets

Insights from China, Japan, Thailand, Singapore, South Korea & Mongolia.

Welcome to issue 141 of Asia Travel Re:Set .

Bags are packed, I’m bound for Barcelona and Madrid!

Meantime, competition for tourists across Asia Pacific is fierce.

New strategies are being rolled out to take destinations through the unfolding era - with Singapore unveiling its Tourism 2040 plan this week.

So, let’s follow that train of thought…

Thanks for checking-in.

- “IN THE NEWS”

- applying high-yield tourism to dynamic asian markets, - visa waivers, extreme weather, ai tools & ‘all-gender weddings’.

Assessing the big-ticket issues in South East Asia so far in 2024.

“IN THE NEWS”

Am heading to Barcelona this week to speak to a diverse travel industry audience at Worldline Rise Travel 2024 . I’ll be presenting on Asia Pacific’s Hot Travel Trends: Why They Matter for Global Travel & Tourism . More details in the next issue…

Applying High-Yield Tourism in Dynamic Asian Markets

Today’s issue recaps this week’s Applying High-Yield Tourism in Dynamic Asian Markets podcast, with 5 key points - and plenty of gaps for you to draw your own conclusions and listen to the show!

1) “Tourism strategy for the future is coming from the very top, from political leaders.”

Tourism strategy is built into government trade and investment policy in much of the region. Increasingly, national leaders are usurping Tourism Ministers to get the messaging out. Thailand’s Prime Minister Srettha Thavisin appeared at ITB Berlin in March to present the new ‘ Thai Soft Powers ” campaign, which incorporates tourism. Mongolian Prime Minister L. Oyun-Erdene launched the Go Mongolia campaign in South Korea. The two governments are working on tourism promotion, film making and infrastructure development projects in Mongolia. Meanwhile, Friday’s launch of Singapore’s Tourism 2040 strategy was delivered by Grace Fu, Minister of Trade Relations, as the city-state prepares for Wednesday’s Prime Ministerial handover .

“Wherever travel and tourism goes in future in the Eastern Hemisphere it is going to be driven by governments, it is going to be driven by political leaders and it is going to be driven by investment.”

2) “Travellers across Asia Pacific are living out their post-Covid lifestyle passions when they travel domestically and internationally.”

Destinations and travel brands are seeking to keep pace with fast-changing lifestyle trends and patterns of demand. With visitor numbers rising, destinations face new challenges as recovery transitions to growth. Such challenges are especially evident during the high-volume public holiday periods that drive the region’s tourism sector. Many of the re-growth issues in Asia Pacific are coalescing in Japan, where the scale of its inbound recovery has been remarkable. The same pre-Covid impacts on communities and the environment are resurfacing. Ditto in Thailand, which has already attracted 12.6 million visitors in 2024 - up 39% on the same 2023 period.

Listen to Episode 2 of the High-Yield Tourism Podcast : Applying High-Yield Tourism in Dynamic Asian Markets:

🎧 Spotify 🎧 Apple Podcasts

And, check out our website

3) “You don’t want to buy something in a destination that when you turn it over has a ‘Made in China’ sticker on it.”

The concept of Geographic Indications (GI) started in Europe as a certification process to verify the authenticity and origin of foods. It’s now gaining traction across Asia, which is moving ahead of Europe in terms of GI registrations because of the addition of handicrafts - which are fundamental to shopping and purchasing local souvenirs. “When you look at South Korea, which has developed a foundation around K-pop and K-culture and building branding and tourism around it, the authenticity and the trust that comes with it are vital.” Trademarking in tourism enables destinations to really play to their own strengths. Watch this space.

4) “China is the most multi-segmented consumer market in the world.”

China is often defined outside the country as a “mass tourism market.” In many ways it is, because of its volumes, but it is also highly complex. How do you attract and engage its high-yield travellers who are very hard to find and to please. Consumer trends and young people’s perceptions around brands change extremely quickly. The overlay of a highly dynamic consumer culture and unique social networks makes travel and lifestyle indivisible concepts. Travel, whether domestically and/or internationally, is an integral part of a modern lifestyle. Tourism is not marketed as its own separate industry, and there is a different timeline for domestic tourism marketing in China that is not framed by long-duration campaigns.

5) “Does backpacking in Asia fit into the high-yield tourism model?

Yes. South East Asia is the spiritual home of backpacking, a standalone but easily dismissed genre of travel. Thirty years ago, regional tourism boards embraced backpackers as a vital component of visitor markets. As the industry has changed, and domestic and intra-regional travel markets have enlarged, backpacking got pushed to the margins. Yet, backpackers stay longer, travel widely, spend in local communities and use local transport and tour providers. They are voracious social media users, which builds advocacy for a destination. Even so, backpacking sits outside conventional tourism thinking, which has moved more upscale across the region.

Visa Waivers, Extreme Weather, AI Tools & ‘All-Gender Weddings’

On this week’s The South East Asia Travel Show , we assess the region’s progress so far in 2024 on some big-ticket issues in tourism. En route, we look at whether visa waivers are a competitive tourism battleground, and evolving patterns in Weekend vs Weekday travel. Plus, are we seeing any progress to bridge the Say-Do sustainable travel gap, and is there any evidence AI tools are improving travel planning? And we track Thailand’s timeline to becoming the first ASEAN nation to legalise same-sex weddings. When will it happen, and how might it influence travel trends?

Listen to Visa Waivers, Extreme Weather, AI Tools & ‘All-Gender Weddings’, here:

🎧  Spotify 🎧  Apple Podcasts

Or search for The South East Asia Travel Show on any podcast platform

And, that’s a wrap for Issue 141.

The Asia Travel Re:Set newsletter is taking a short vacation. Back on 26 May.

Until then, find me at  LinkedIn and The South East Asia Travel Show

Happy travels,

Ready for more?

The "Good Tourism" Blog

For diverse perspectives on sustainable tourism & responsible travel ... because travel & tourism is everyone's business., what does it mean to be critical of tourism.

Some “GT” read­ers are crit­ic­al of tour­ism, par­tic­u­larly ‘mass tour­ism’. Some in the uni­ver­sit­ies see them­selves as part of a ‘Crit­ic­al Tour­ism Stud­ies’ move­ment. But what does it mean to be ‘crit­ic­al’ in rela­tion to mod­ern tourism? 

It’s a  “Good Tour­ism” Insight Bites  question.

Your cor­res­pond­ent put the ques­tion to the travel & tour­ism stake­hold­ers in the “GT” net­work, invit­ing responses of no more than 300 words. (You too can join the “GT” net­work. Register .)

Thanks to the 18 respond­ents — pro­fess­ors, pro­fes­sion­als, prac­ti­tion­ers — who took the time to share their thoughts on the ques­tion. Their answers appear in the order received.

(Click/touch an item on the Bites menu to go straight to it.)

The ‘geography of hope’

C michael hall, professor,  university of canterbury , new zealand.

I have always had some mis­giv­ings about the crit­ic­al tour­ism stud­ies ‘move­ment’ with respect to what it really means.

To me it is a broad church which has helped bring some oth­er voices to the tour­ism table, espe­cially from fem­in­ist and, per­haps to a less­er extent, Queer­L­GBT+ per­spect­ives, which is cer­tainly to be welcomed.

How­ever, I have been con­cerned that it has just become a byword for qual­it­at­ive research or, to be more accur­ate, non- or anti-quant­it­at­ive research, which is not neces­sar­ily crit­ic­al at all.

In fact, quant­it­at­ive research, espe­cially the use of space-time driv­en stat­ist­ics, can some­times be among the best ways to high­light vari­ous forms of injustice or undesir­able envir­on­ment­al effects.

For me crit­ic­al tour­ism research rests on two things:

First, it builds on, even if indir­ectly, crit­ic­al the­ory. This means at least acknow­ledging the cent­ral­ity of struc­ture in people’s every­day lives and prac­tices — includ­ing tour­ism of course — and its role in affect­ing indi­vidu­al agency.

The second ele­ment is that of giv­ing effect to the eman­cip­at­ory pos­sib­il­it­ies of both tour­ism and tour­ism research, which means focus­ing on issues of social, eco­nom­ic, and envir­on­ment­al justice and inequality.

For me the syn­thes­is of these two ele­ments must lead one to a third con­cern, which is that of the role, exer­cise, and (mis)use of power in tour­ism. I don’t think the crit­ic­al stud­ies move­ment, with some excep­tions, suf­fi­ciently engages in this area.

This is espe­cially import­ant because, if one wants teach­ing and research to be effect­ive, it per­haps means not only ‘speak­ing truth to power’ but also enga­ging with power, as well as try­ing to nudge tour­ism in a desired direction.

I fully acknow­ledge that is dif­fi­cult to do, but for me it is part of what could be described as the ‘geo­graphy of hope’ for tourism.

Back to menu ^

The ‘responsibility mindset’

Robin boustead, founder,  great himalaya trail , nepal.

Unfor­tu­nately, we live in times of hyper­bole and exaggeration. 

Every­one is ’thrilled’ on linked­in, and appar­ently tour­ism is in a ‘crit­ic­al’ state. No doubt there are aca­dem­ics who are thrilled to be critical.

Tour­ism is thriv­ing and far from crit­ic­al as a sec­tor, and its impacts can be both pos­it­ively and neg­at­ively pro­found. Mass tour­ism has always exis­ted, even as fash­ion and fads come and go. 

How to guide busi­ness own­ers and trav­el­lers into a ‘respons­ib­il­ity mind­set’ is the real chal­lenge and that requires pos­it­ive rein­force­ment, not criticism.

‘Tourism academics are tourists too’

Melanie smith , associate professor and researcher, budapest business university , hungary.

I used to won­der how Crit­ic­al Tour­ism Stud­ies was dif­fer­ent from non-crit­ic­al tour­ism stud­ies. In the­ory, edu­cat­ors and prac­ti­tion­ers should all be crit­ic­al thinkers. And we should encour­age our stu­dents to devel­op enquir­ing minds, to ques­tion, and critique.

It often seems to be the case that so-called Crit­ic­al Tour­ism Stud­ies is more philo­soph­ic­al and the­or­et­ic­al than oth­er forms of tour­ism stud­ies, e.g. those that are more voca­tion­al and managerial. 

In tour­ism the­ory, we often advoc­ate ’ideal’ scen­ari­os which may or may not be imple­ment­able in ’real life’. Yet aca­dem­ics and research­ers often com­plain that industry prac­ti­tion­ers do not take their advice ser­i­ously, let alone read their journ­al art­icles; often impen­et­rable to non-aca­dem­ic readers.

At the same time, we increas­ingly find ourselves in the pos­i­tion of being cri­ti­cised, not only as aca­dem­ics who fail to engage with industry, but also as hypo­crites; many of us crit­ic­al of mass tour­ism and/or of tourism’s role in cli­mate change, yet fre­quent fly­ers in the name of aca­dem­ic research!

Rightly or wrongly, it is iron­ic to cri­ti­cise tour­ism aca­dem­ics, edu­cat­ors, and research­ers for their busi­ness travel habits. In addi­tion, as one of many aca­dem­ics liv­ing abroad, away from fam­ily and friends, if I do not travel, I lose per­son­al con­tact with home (and no, Zoom does NOT fill the gap!)

Of course, we should make more sus­tain­able and eth­ic­al choices in our every­day lives and travel plans. But who dic­tates that and who facil­it­ates it? And where are the lim­its of our self-sac­ri­fice and altruism?

Give me a quick, dir­ect, and afford­able train trip and I will hap­pily take it. But I will hes­it­ate if the train jour­ney involves four changes and takes twice the time and money as a flight.

All of that is to say that tour­ism aca­dem­ics are tour­ists too!

To be critical of tourism is to be ‘farsighted and visionary’

Dorji dhradhul , author and creativist, bhutan (former director general,  bhutan tourism ).

To be ‘crit­ic­al’ of tour­ism, espe­cially ‘mass tour­ism,’ means being farsighted and visionary.

Bhutan stands as an example of a nation that has been con­sist­ently crit­ic­al of tour­ism, par­tic­u­larly on the sus­tain­ab­il­ity front.

Since the incep­tion of tour­ism in the coun­try in the early 1970s, Bhutan’s tour­ism policy and prac­tice have been guided by the “ High Value Low Volume ” approach, pri­or­it­ising qual­ity over quant­ity to min­im­ise neg­at­ive impacts on the envir­on­ment and loc­al cul­ture. We cred­it this vis­ion­ary tour­ism policy to farsighted lead­er­ship from the Golden Throne.

To be crit­ic­al of tour­ism is to exam­ine it from vari­ous per­spect­ives bey­ond its eco­nom­ic bene­fits or sur­face-level attrac­tions. Crit­ic­al tour­ism stud­ies delve into these com­plex­it­ies, aim­ing to under­stand and address the broad­er implic­a­tions of tour­ism bey­ond its pro­mo­tion­al narratives.

At its core, being crit­ic­al of tour­ism means chal­len­ging dom­in­ant paradigms and ques­tion­ing assump­tions under­ly­ing its devel­op­ment and man­age­ment, includ­ing acknow­ledging the unequal dis­tri­bu­tion of bene­fits and the exploit­a­tion of loc­al resources and labour.

Crit­ics also exam­ine the concept of ‘authen­ti­city’ in tour­ism exper­i­ences, arguing that the com­modi­fic­a­tion of cul­ture often leads to the loss of cul­tur­al diversity and the erosion of authen­t­ic exper­i­ences for vis­it­ors and locals.

Address­ing envir­on­ment­al impacts is cru­cial; mass tour­ism can strain eco­sys­tems and exacer­bate cli­mate change and biod­iversity loss. Sus­tain­able tour­ism prac­tices min­im­ise neg­at­ive effects and pro­mote the respons­ible stew­ard­ship of nat­ur­al resources.

Social impacts are anoth­er con­cern. Over­tour­ism can lead to over­crowding, dis­place­ment of res­id­ents, and cul­tur­al clashes, per­petu­at­ing inequal­it­ies and mar­gin­al­ising communities.

Crit­ic­al tour­ism stud­ies offer a frame­work for eval­u­at­ing tour­is­m’s role in soci­ety, encour­aging eth­ic­al engage­ment and altern­at­ive mod­els that pri­or­it­ise social justice, envir­on­ment­al sus­tain­ab­il­ity, and cul­tur­al integrity.

By adopt­ing a crit­ic­al per­spect­ive, schol­ars and prac­ti­tion­ers aim to trans­form tour­ism into a more equit­able, respons­ible, and enrich­ing exper­i­ence for all stakeholders.

‘We should all be critical’ … including of the critics

Jim butcher , reader,  canterbury christ church university , uk;  tourism’s horizon: travel for the millions.

For most people, to be ‘crit­ic­al’ can mean one of two things: to put for­ward the reas­ons why some­thing is wrong or not of a good stand­ard; or to look at some­thing deeply and from dif­fer­ent angles. 

Crit­ic­al schol­ar­ship, how­ever, stems from ‘crit­ic­al the­ory’ and its attempts to uncov­er the assump­tions and struc­tures that per­petu­ate inequal­ity or poverty. But that has morph­ed into some­thing else.

The prob­lem to be solved for many of today’s self-styled crit­ic­al schol­ars is less soci­ety and the lim­its it imposes on human flour­ish­ing, and more the human pro­cliv­it­ies that are seen as destruct­ive of the plan­et and a threat to others. 

That leads to a pess­im­ist­ic, and at times mis­an­throp­ic take on tour­ism; a con­cep­tion of the ‘mass tour­ist’ as a uni­form, mind­less con­sumer lack­ing indi­vidu­al­ity or agency; often depic­ted in “swarms” or “hordes” . Pre­ju­dice mas­quer­ad­ing as criticism.

Fur­ther­more the start­ing point for some crit­ic­al tour­ism schol­ars is to ignore the pos­it­ive cul­tur­al and eco­nom­ic leg­acy of tour­ism and the lib­er­at­ory poten­tial of expan­ded leis­ure mobil­ity. Instead they have adop­ted the term ‘over­tour­ism’ as a defin­ing characteristic. 

Some who invoke ‘over­tour­ism’ shift seam­lessly from capa­city prob­lems and a need to assert demo­crat­ic wishes (fairly uncon­ten­tious), to a gen­er­al sense that all sorts of cul­tur­al and nat­ur­al lim­its have been sur­passed both loc­ally and globally.

Evid­ently, as it has endeav­oured to uncov­er and cri­tique the assump­tions and premises of oth­ers, crit­ic­al schol­ar­ship has picked up its own assump­tions and premises along the way. These in turn must be critiqued.

Going back to a com­mon defin­i­tion of crit­ic­al — look­ing at some­thing deeply, and from dif­fer­ent angles — we should all be crit­ic­al. These days that may involve being crit­ic­al of tourism’s crit­ics too.

[Tour­is­m’s Hori­zon: Travel for the Mil­lions is a val­ued “GT” Insight Part­ner. Join them .]

Offer sustainable, responsible, enjoyable alternatives

Melissa tilling, founder,  sustainable journeys ,  charitable travel , and the charitable travel fund, uk.

To be crit­ic­al in rela­tion to mod­ern tour­ism means to adopt a ques­tion­ing, hol­ist­ic, and enabling approach that seeks to under­stand and address the com­plex and often prob­lem­at­ic aspects of tour­ism in a trans­par­ent way … without end­ing tourism. 

We can take action through con­struct­ive product choices rather than being solely evan­gel­ic­al and crit­ic­al from the sidelines. 

Each aspect of sus­tain­ab­il­ity is import­ant. We can present bal­ance to the cus­tom­er to over­come their obvi­ous con­fu­sion about how to make bet­ter choices. 

More than being simply crit­ic­al, as we have found so many to be, we can cri­tique the status quo ‘leg­acy’ hol­i­days and tours and cur­ate travel that seeks to prag­mat­ic­ally deliv­er more respons­ible tour­ism through sus­tain­able jour­neys that are amaz­ing; hol­i­days that people will want to buy rather than swal­low as a ‘bit­ter pill’. 

We can adopt an approach that seeks to advoc­ate for prac­tices and policies that are just, sus­tain­able, and respect­ful of both people and the plan­et by being care­ful about the choices we make for customers. 

We can use rail on our jour­neys where we can, even if only one-way, because we accept that cus­tom­ers may have time or money constraints.

We can give cus­tom­ers the chance to con­sciously choose bet­ter hotels, in-des­tin­a­tion trans­port, pos­it­ive engage­ments with the envir­on­ment, com­munity tour­ism exper­i­ences, low and shoulder sea­son travel etc. 

At Sus­tain­able Jour­neys we chal­lenge the status quo by mak­ing it both simple and enjoy­able to be a more sus­tain­able and respons­ible force for pos­it­ive change.

‘Stay alert, flexible, and … critical’

Wolfgang georg arlt , ceo,  cotri (china outbound tourism research institute) ; director,  meaningful tourism center , germany.

In the 50 years since the intro­duc­tion of the Boe­ing 747, tour­ism, espe­cially inter­na­tion­al tour­ism, has been grow­ing to such an extent that many des­tin­a­tions have gone bey­ond their car­ry­ing capa­cit­ies, and big busi­nesses have made beach resorts and ped­es­tri­an zones in city centres look all too similar. 

Some “crit­ic­al” aca­dem­ics are call­ing for a com­plete over­haul of tourism’s eco­nom­ic sys­tem built on com­modi­fic­a­tion and growth, and/or they have developed nos­tal­gic con­cepts such as regen­er­at­ive tour­ism to replace the status quo. 

They offer many good reas­ons to end cap­it­al­ism in gen­er­al. But, alas, the glob­al revolu­tion seems not to be in sight.

A “crit­ic­al” under­stand­ing of post-pan­dem­ic, post-peace, post-stable cli­mate tour­ism — what I call “Glob­al Tour­ism 2.0” — has to start from the insight that all that we once knew about tour­ism is being chal­lenged in our times. 

For we are no longer liv­ing in a VUCA (volat­ile, uncer­tain, com­plex, and ambigu­ous) world. There is, for example, no uncer­tainty at all about the grow­ing impact of cli­mate change in the com­ing dec­ades, whatever is done from tomor­row, because ‘The Sci­ence’ is settled.

We have moved into a Schum­peter world of “cre­at­ive destruc­tion” . Those des­tin­a­tions and com­pan­ies and aca­dem­ics who under­stand that fact accept the inev­it­able destruc­tion of old forms of tour­ism (bye bye beach hol­i­days), old busi­ness mod­els (bye bye tour oper­at­ors), and old aca­dem­ic approaches (bye bye indi­vidu­al thought), and embrace the cre­ation of new ones (with and against AI). 

It is “crit­ic­al” tour­ism prax­is to do so. 

Inter­na­tion­al leis­ure tour­ism will go down togeth­er with the glob­al eco­nom­ic sys­tem with­in the next three dec­ades. So stay alert, flex­ible, and … critical.

‘Tourism done well is a force for good’

Willem niemeijer , ceo,  yaana ventures , thailand.

Hav­ing observed and par­ti­cip­ated in the tour­ism industry’s evol­u­tion in Asia over the last 35 years, I agree that the term ‘crit­ic­al’ in rela­tion to mod­ern tour­ism holds sig­ni­fic­ant weight. 

Crit­ic­al tour­ism does not merely involve cri­tiquing the neg­at­ive impacts of mass tour­ism; it encom­passes a broad­er and more thought­ful ana­lys­is of how tour­ism inter­acts with social, cul­tur­al, and envir­on­ment­al contexts.

Mass tour­ism, often char­ac­ter­ised by its scale and homo­gen­ised exper­i­ences, can lead to sev­er­al adverse effects. Over­crowding, envir­on­ment­al degrad­a­tion, and cul­tur­al insens­it­iv­ity are just a few issues that have giv­en the tour­ism industry a bad repu­ta­tion. Strain on loc­al resources and the dis­place­ment of com­munit­ies are cru­cial con­cerns that neces­sit­ate a shift in how we approach tourism.

How­ever, to para­phrase Pro­fess­or Valer­ia Minghetti , no des­tin­a­tion suf­fers from ‘over­tour­ism’ but from mis­man­age­ment. Seen through that lens, we can man­age tour­ism for the bene­fit of loc­al com­munit­ies. We can reward longer stays, use digit­al solu­tions, incentiv­ise pre­ferred vis­it­ors, pri­or­it­ise loc­als, and engage in more effect­ive communication.

The Crit­ic­al Tour­ism Stud­ies move­ment with­in aca­demia can con­trib­ute to a more reflect­ive and respons­ible tour­ism industry by encour­aging stake­hold­ers to think deeply about the eth­ics and con­sequences of tour­ism and related policies. 

How­ever, many aca­dem­ics have little or no exper­i­ence in the busi­ness of tour­ism. They offer ‘solu­tions’ that are imprac­tic­al, sug­gest policies that pro­hib­it devel­op­ment, and deny loc­als tour­ism revenues.

Tour­ism done well is a force for good. The private sec­tor must be involved in seek­ing prac­tic­able solu­tions to tourism’s problems.

For me and Khiri Travel , being crit­ic­al means embra­cing regen­er­at­ive tour­ism prin­ciples, and cham­pi­on­ing the 4Cs of The Long Run: Con­ser­va­tion, Com­munity, Cul­ture, and Com­merce . By pri­or­it­ising these val­ues, we can cre­ate a more equit­able and respect­ful tour­ism industry that bene­fits trav­el­lers, the envir­on­ment, and host communities.

[Khiri Travel and oth­er YAANA-affil­i­ated brands are val­ued “GT” Part­ners. Join them .]

‘Towards a more equitable and inclusive model of tourism’

Yesaya sandang , lecturer,  universitas kristen satya wacana , indonesia.

To be crit­ic­al of tour­ism tran­scends mere obser­va­tion; it is a call to action, demand­ing the elev­a­tion of tour­is­m’s impact on human­ity and the envir­on­ment we inhabit. 

At its core lies a com­mit­ment to har­ness­ing the poten­tial of tour­ism for the great­er good. This entails a dual imper­at­ive: first, to integ­rate the mar­gin­al­ised and dis­en­fran­chised into the nar­rat­ive and fab­ric of tour­ism, and second, to scru­tin­ise the under­ly­ing polit­ic­al and eco­nom­ic dynam­ics driv­ing the industry.

Cent­ral to this crit­ic­al lens is the recog­ni­tion that tour­ism is not immune to exploit­a­tion. Its allure often masks the sys­tem­ic injustices per­petu­ated with­in its framework. 

Thus, to truly unlock the trans­form­at­ive power of tour­ism, we must con­front these real­it­ies head-on. This requires a thor­ough exam­in­a­tion of the polit­ic­al eco­nomy under­pin­ning tour­ism, lay­ing bare the mech­an­isms of exploit­a­tion and inequal­ity embed­ded within.

Moreover, being crit­ic­al of tour­ism neces­sit­ates a com­mit­ment to dis­mant­ling these struc­tures of injustice, advoc­at­ing for fair labour prac­tices, envir­on­ment­al stew­ard­ship, and equit­able dis­tri­bu­tion of resources with­in the tour­ism sec­tor. Such con­cer­ted efforts can pave the way for a more just and sus­tain­able future. 

In the end, to be crit­ic­al of tour­ism is to envi­sion a paradigm shift; a trans­ition towards a more equit­able and inclus­ive mod­el of tour­ism. It is a jour­ney towards har­ness­ing the poten­tial of tour­ism as a force for pos­it­ive change, one that pri­or­it­ises the well-being of both people and planet. 

In this pur­suit, the essence of crit­ic­al­ity lies not in cri­tique alone but in cata­lys­ing tan­gible pro­gress towards a more just and equit­able world.

Counter the backlash with ‘high-yield tourism’

Jens thraenhart, founding partner & ceo, chameleon strategies , thailand.

Since 2022, many travel busi­nesses have wit­nessed a surge in demand, often exceed­ing pre-pan­dem­ic levels. This rebound has been cham­pioned by gov­ern­ments to demon­strate eco­nom­ic pro­gress. While eco­nom­ic recov­ery and growth are essen­tial, a back­lash is devel­op­ing, and pub­lic sen­ti­ment against mass tour­ism is harden­ing in many pop­u­lar locations.

An emphas­is on numer­ic­al growth risks side-lin­ing sus­tain­ab­il­ity ini­ti­at­ives, pro­pelling des­tin­a­tions towards a new imbal­ance, where short-term arrivals over­shad­ow long-term viab­il­ity. Des­tin­a­tions may remain depend­ent on a few high-volume source mar­kets, and ignore the needs of high-yield, con­scious, and respons­ible travellers.

High-yield trav­el­lers offer an eco­nom­ic­ally advant­age­ous mod­el for des­tin­a­tions and travel organ­isa­tions. This cru­cial, yet poorly defined and often-over­looked, seg­ment offers huge poten­tial to re-bal­ance vis­it­or eco­nomy growth by cre­at­ing a bridge between mass and lux­ury travel. It pri­or­it­ises vis­it­ors who spend more and con­trib­ute to the cul­tur­al, social, and envir­on­ment­al sus­tain­ab­il­ity of destinations.

Unlike mass or lux­ury tour­ism, high-yield tour­ism nur­tures inclus­ive rev­en­ue streams by vis­it­ors who con­trib­ute as much as they spend. High-yield vis­it­ors seek immers­ive exper­i­ences enabling the eco­nom­ic bene­fits to be effect­ively dis­persed. By focus­ing on this fast-chan­ging seg­ment, des­tin­a­tions can foster a more equit­able form of tour­ism that sup­ports loc­al busi­nesses and pre­serves cul­tur­al and nat­ur­al assets.

Neg­lect­ing high-yield vis­it­ors can res­ult in the adverse effects of over­crowding, such as cul­tur­al dilu­tion, envir­on­ment­al harm, and a fra­gile eco­nom­ic found­a­tion reli­ant on lux­ury spend­ing or large vis­it­or volumes. These factors decrease the qual­ity of life for res­id­ents and dam­age a destination’s long-term appeal.

Fol­low the High-Yield Tour­ism pod­cast, which Gary Bower­man and I jointly host. Find us on Spo­ti­fy and Apple Pod­casts , and join the con­ver­sa­tion on Linked­In and Face­book .

The debate must be ‘robust’

Peter semone , chair,  pacific asia travel association , thailand.

The Pacific Asia Travel Asso­ci­ation (PATA) recently held its Annu­al Sum­mit in Macau SAR, China under the theme “Reima­gin­ing Tour­ism”. In my open­ing remarks as Chair, I encour­aged attendees to re-ima­gine how we con­ceive, plan, and engage in tour­ism activities. 

Being crit­ic­al can­not simply be about com­plain­ing about the way things are. It must also be about seek­ing ways to trans­form the entire tour­ism industry to be more sus­tain­able, respons­ible, and inclusive.

The debate on how to reshape tour­ism prac­tices to cre­ate a more pos­it­ive impact on des­tin­a­tions, trav­el­lers, com­munit­ies, and the plan­et as a whole must be robust. We must recog­nise both the good and the bad of tour­ism and ima­gine ways to nur­ture the pos­it­ives and mit­ig­ate the negatives.

Others’ opinions ‘often viewed as existential threats’

K michael haywood , publisher,  ‘destinations-in-action’ , canada.

Not all of us live in soci­et­ies that value cri­ti­cism and tol­er­ance. In fact, in our increas­ingly polar­ised soci­et­ies the opin­ions of oth­ers are often viewed as exist­en­tial threats, mak­ing it dif­fi­cult for us to listen. 

This begs the ques­tion: What do we need to do if we hope to edu­cate and edi­fy in more enga­ging ways? 

In some com­munit­ies and des­tin­a­tions, con­cerns with tourism‘s dom­in­ance and sus­tain­ab­il­ity prompt con­sid­er­able angst and calls for social change through “ under­stand­ing and chan­ging tour­ism [par­tic­u­larly] by loc­at­ing the phe­nomen­on in its wider polit­ic­al, eco­nom­ic, cul­tur­al, and social con­texts ”.

As the rationale for enga­ging in Crit­ic­al Tour­ism Stud­ies, one might only hope that the aca­dem­ic com­munity along with the media and con­sult­ing worlds would:

• Under­stand tour­ism from the per­spect­ives of every stakeholder;
• Exam­ine the implic­a­tions of tour­ism with­in dif­fer­ent time frames (high to low seasons);
• Assess tourism‘s escap­ist and immers­ive qual­it­ies through wider polit­ic­al, eco­nom­ic, cul­tur­al, and social con­texts, util­ising vary­ing and often con­tra­dict­ory per­son­al, organ­isa­tion­al, loc­al, region­al, and nation­al points of view;
• Explain how, what, when, where, and why tour­ist­ic activ­it­ies sim­ul­tan­eously cre­ate or des­troy (func­tion­al, sen­su­al, social, nat­ur­al, life-affirm­ing) value, and how it can be regained and cap­tured for the bene­fit of all;
• Demon­strate and reveal your expert­ise, pas­sion, and sens­ib­il­ity for the sub­ject, and the basis for your mean­ing­ful judgments;
• Recog­nise that the role of the crit­ic requires self-cri­ti­cism through exam­in­a­tion of your own reac­tions and legit­im­acy (noth­ing worse than rev­el­ling in ridicule and snark);
• Write for the lit­er­at­ure of tour­ism in ways that hon­our the sub­ject; and
• Review tour­ism and its act­ive par­ti­cipants and oper­at­ors fairly and intelligently.

Finally, a remind­er: Des­tin­a­tions -in-Action serves to bring crit­ics and prac­ti­tion­ers togeth­er to share, and to bring great ideas, improve­ments, and innov­a­tions to realisation.

Distinguish between ‘critical supply’ and ‘critical demand’

Valeria minghetti, head of research, ciset (international centre for studies on tourism economics), università ca’ foscari , italy.

Being ‘crit­ic­al’ in rela­tion to mod­ern tour­ism means adopt­ing a crit­ic­al approach to the ana­lys­is of the tour­ism phe­nomen­on, study­ing it from dif­fer­ent per­spect­ives. It implies a mul­tidiscip­lin­ary atti­tude and the adop­tion of both quant­it­at­ive and qual­it­at­ive methodologies. 

But dis­cuss­ing ‘crit­ic­al tour­ism’ also means dis­tin­guish­ing between ‘crit­ic­al sup­ply’ and ‘crit­ic­al demand’. Sus­tain­ab­il­ity and respons­ib­il­ity are two sides of the same coin: the former must anim­ate busi­nesses and des­tin­a­tions, the lat­ter tour­ist­s/same-day visitors. 

In the case of busi­nesses and des­tin­a­tions, many crit­ic­al issues ‘came to a head’ soon after the pan­dem­ic, even though they were already present well before. 

Tour­ism does not cre­ate prob­lems per se , but it does if it is not included in an over­all des­tin­a­tion devel­op­ment plan. As a Lon­don Devel­op­ment Plan pub­lished some 20 years ago very clev­erly put it, “we want to be the best des­tin­a­tion to live, work, study, invest and do tourism”.

As for tour­ism demand, the ‘crit­ic­al vis­it­or’ can be defined in two ways: 

• The vis­it­or who care­fully ana­lyses what is presen­ted and offered, in what way and for what pur­pose; and 
• The vis­it­or who cre­ates crit­ic­al situ­ations through his/her behaviour. 

The first cat­egory of vis­it­or gen­er­ally observes and cri­ti­cises, accord­ing to their expect­a­tions, but also without a neg­at­ive atti­tude, and their require­ments can have a stim­u­lat­ing effect on improv­ing the offer. 

The second cat­egory of vis­it­or, on the oth­er hand, cre­ates crit­ic­al­it­ies. I think that, in the post COVID peri­od, the actions of these vis­it­ors were more evid­ent than those of the former, gen­er­at­ing neg­at­ive reac­tions from res­id­ents in some places. 

This was prob­ably due, among oth­er things, to the inab­il­ity of com­pan­ies and des­tin­a­tions to meet the needs expressed by the ana­lyt­ic­al vis­it­or, to mit­ig­ate the beha­viours of the prob­lem­at­ic vis­it­or, and to pre­serve the rights of loc­al communities.

‘Hedonism is no match for hurricanes’

Herb hiller , writer & publisher,  the climate traveler , usa.

A cri­tique of mass tour­ism; chal­len­ging the world of travel to demon­strate a com­mit­ment to cli­mate action while still being com­pensated for its work:

Lodgings, air­lines, cruise ship com­pan­ies, tour oper­at­ors, travel advisors, des­tin­a­tions, and attrac­tions all prefer to exag­ger­ate what they deliv­er. Many lack trans­par­ency. They employ secrecy as a strategy for pro­tect­ing profits. Fol­low the money.

Hotels put up junk fees and fake reviews. 

The cruise industry stone­walls about crimes that occur on board ves­sels that fly flags of convenience.

Com­pan­ies go rogue on product safety, like Boeing.

Out-of-area investors put up short-term rent­al com­pounds that ali­en­ate res­id­en­tial communities. 

Min­is­tries of tour­ism, like Jamaica’s, dev­ast­ate eco­sys­tems for mega-resorts that offer mostly low-pay­ing jobs.

A hotel author­ity says that 43% of people would rather clean toi­lets than call a cus­tom­er ser­vice agent.

Tour­ism needs unity of pur­pose before the trade can free itself from its depend­ence on avi­ation for long and mid-dis­tance leis­ure travel; the blood and bone of mass tourism.

The World Travel and Tour­ism Coun­cil, the European Travel Com­mis­sion, and region­al coun­ter­parts every­where need to invite cli­mate sci­ent­ists, triple bot­tom line eco­nom­ists, and lead­ing tour­ism and hos­pit­al­ity schools to help the travel industry re-ima­gine and imple­ment strategies so that travel & tour­ism can be reframed with a cli­mate pur­pose while — always enjoy­ably — keep­ing us all traveling. 

The Atlantic hur­ricane sea­son starts on June 1. Are we ready for 17-to-25 named storms, includ­ing four-to-sev­en major hur­ricanes that will bring six months of anxi­ety, dir­ect hits, and dev­ast­a­tion to our screens?

Hedon­ism is no match for hur­ricanes. To be crit­ic­al of mass tour­ism is to heal our plan­et­ary home by repla­cing out­dated paradigms with out­looks that redress our times.

‘A more collaborative dialogue’ needed

John black, general manager for cambodia and laos, khiri travel.

Being crit­ic­al in rela­tion to mod­ern tour­ism can mean a vari­ety of things, includ­ing that those involved in these dis­cus­sions hold a con­scious con­cern for the impacts that tour­ism can have on eco­nom­ies, infra­struc­ture, envir­on­ment, equal­ity, cul­ture, and society.

Crit­ic­al stud­ies can ensure that meas­ures are put in place to mit­ig­ate over­crowding, exploit­a­tion, erosion of tra­di­tions and cul­tur­al cel­eb­ra­tions, and dam­age to an already vul­ner­able envir­on­ment, as well as provide oppor­tun­it­ies to a broad­er range of beneficiaries. 

Crit­ic­al stud­ies can also raise trav­el­lers’ aware­ness on these mat­ters; influ­ence their decision mak­ing around activ­it­ies, exper­i­ences, accom­mod­a­tion, and modes of trans­port; and edu­cate them on the effects of their poor travel choices.

Mass tour­ism is of con­cern and needs care­ful con­sid­er­a­tion. How­ever, it is unavoid­able as nations with large pop­u­la­tions and grow­ing eco­nom­ies pro­duce more middle class cit­izens who can now afford to travel. 

To avoid det­ri­ment­al and irre­vers­ible dam­age, and to ensure that tour­ism remains a good thing, a more col­lab­or­at­ive dia­logue between gov­ern­ments, tour­ism boards, tour oper­at­ors, and travel pro­viders is needed. Com­munity-based tour­ism, when executed respons­ibly, can have a pos­it­ive impact and serve as a force for good. 

[Khiri Travel is a val­ued “Good Tour­ism” Part­ner. Join them .]

‘We can be constructive in our criticism’

Edwin magio , phd research student,  leeds beckett university , uk.

To be ‘crit­ic­al’ of tour­ism means acknow­ledging, ques­tion­ing, and identi­fy­ing chal­lenges to its sus­tain­ab­il­ity. A crit­ic­al per­spect­ive helps to reveal the envir­on­ment­al, social, and eco­nom­ic injustices that exist in the tour­ism industry.

How­ever, it is import­ant to con­sider that we can be con­struct­ive in our cri­ti­cism of tourism. 

Crit­ic­al­ity does not mean simply point­ing out weak­nesses or dis­agree­ing with policies and prac­tices in the industry. Rather, it’s about examin­ing cur­rent policies and prac­tices, look­ing for altern­at­ives, and agree­ing on the most appro­pri­ate approaches based on evid­ence and con­text. It is also about demon­strat­ing that we are will­ing to listen, give cri­ti­cism respect­fully, and accept mul­tiple argu­ments without becom­ing angry or defensive.

Con­struct­ive cri­ti­cism can help the tour­ism debate, espe­cially on issues such as over­tour­ism and cli­mate change. These issues have been voiced, but how they are dis­cussed has not pro­duced bet­ter res­ults for all because we have failed to ‘dis­agree to agree.’

We must accept mul­tiple argu­ments and, col­lect­ively, make an informed decision, des­pite our dif­fer­ing views. Unless there is con­sensus, any form of change is unlikely.

Being a tourist is ‘fraught with contradictions’

Ed jackiewicz , professor,  california state university, northridge , usa.

“The abil­ity to live with con­tra­dic­tions is a sign of maturity”  (author unknown)

Being a mod­ern tour­ist is a life­style that is fraught with con­tra­dic­tions. Among them is a boat­load of activ­it­ies and prac­tices for research­ers to be crit­ic­al of. 

Does this mean that those engaged with crit­ic­al tour­ism stud­ies and research are on a fool’s errand? Hardly. 

Argu­ably, every decision a tour­ist makes can be scru­tin­ised and cri­tiqued; from decid­ing where in the world to vis­it, how to get there, where to stay, what to eat, what souven­irs to buy. As schol­ars, edu­cat­ors, prac­ti­tion­ers, and tour­ists ourselves we likely think and per­haps overthink these decisions more than most tourists.

When I teach tour­ism classes one of the primary object­ives is to dis­cuss how to be a ‘good’ tour­ist, often lead­ing to inter­est­ing and pro­voc­at­ive dis­cus­sions. Ques­tions such as should we vis­it places with fra­gile eco­sys­tems? How should we inter­act with remote indi­gen­ous com­munit­ies, or should we even be there at all? No easy answers.

With so many com­munit­ies around the world becom­ing increas­ingly reli­ant on tour­ism rev­en­ue, crit­ic­al tour­ism schol­ars are integ­ral to build­ing a nar­rat­ive that is not naïve to the inher­ent con­tra­dic­tions of the industry writ large. 

At the end of the day, I encour­age stu­dents to do their best to avoid ‘leak­age’ of their dol­lars spent in for­eign places, to respect loc­al cul­tures without judge­ment, eat loc­al foods, and be aware of the pre­cari­ous nature of loc­al environments. 

That said, for tour­ism to be impact­ful to receiv­ing com­munit­ies, stake­hold­ers at all levels must be on the same page. We are clearly a long way from that. In the mean­time, be crit­ic­al but keep expect­a­tions in check.

‘Scholars, we should direct our critical gaze to our own actions’

Vilhelmiina vainikka , post-doctoral research fellow, geographer,  tampere university , finland.

There is a great need for crit­ic­al schol­ar­ship with­in tour­ism stud­ies. We should reflect crit­ic­ally on the glob­al neo­lib­er­al mar­ket eco­nomy; its act­ors, pro­cesses, power rela­tions, and impacts. But with whose cri­ter­ia? And for whom?

To go bey­ond Marx­ists’ or the Frank­furt school’s neg­at­ive con­nota­tions towards ordin­ary cit­izens — the masses of mass tour­ism — I turn the focus of crit­ic­al­ity inward. 

Ray­mond Wil­li­ams poin­ted out how the masses always seem to be oth­ers. There­fore, as schol­ars, we should dir­ect our crit­ic­al gaze to our own actions. 

As cre­at­ive class mem­bers , schol­ars are priv­ileged to travel. The val­ues we express through our travel choices are often in line with the val­ues of our research: learn­ing, loc­al, eco, qual­ity over quant­ity, inde­pend­ent over pack­aged. Not enter­tain­ment. Not too touristy or escapist. 

Why can’t good val­ues be more diverse, as people are?

I have been doing field­work in Athens; in a nice multi-class and mul­ti­cul­tur­al neigh­bour­hood which is being threatened by for­eign cre­at­ive classes bene­fit­ting from the loc­al eco­nom­ic crisis. They are buy­ing apart­ments, profit­ing from Airb­nb rent­als, and cre­at­ing a type of homogenisation. 

The num­ber of times have I heard a highly edu­cated per­son say, without a hint of irony: “We stayed at an Airbnb …”

The masses in tour­ism are pro­duced in ways that were not pos­sible some dec­ades ago. I wrote a “Good Tour­ism” Insight inter­rog­at­ing mass tour­ism , and also a “GT” Insight Bite remind­ing us that WE are ALSO the masses . 

I still argue that we have many defin­i­tions for mass tour­ism . There­fore, we need more open dis­cus­sion on how we define mass tour­ism and how we are related to it.

“GT” Insight Bite X  (‘ X ’ is up to you)

The “Good Tour­ism” Blog  offers a great oppor­tun­ity to any travel & tour­ism stake­hold­er who wishes to express them­self in writ­ing for the bene­fit of “GT’s” open-minded readers. 

To fea­ture in the next “GT” Insight Bites com­pil­a­tion, send  no more than  300 words (300 words  or few­er  (</=300 words)) on any tour­ism-related idea or con­cern you may have. 

Don’t use AI. if you lack con­fid­ence in writ­ing in plain Eng­lish, “GT’s” pub­lish­er will per­son­ally help with copy edit­ing. “GT” doesn’t judge. “GT” publishes.

Send your “GT” Insight Bite and pic­ture to  [email protected] .

What do you think? 

In a com­ment below share your own thoughts about  what it means to be ‘crit­ic­al’ of tour­ism .  SIGN IN  or  REGISTER  first. (After sign­ing in you will need to refresh this page to see the com­ments section.) 

Or  write a  “GT” Insight  or  “GT” Insight Bite  of your own.  The “Good Tour­ism” Blog  wel­comes diversity of opin­ion and per­spect­ive about travel & tour­ism, because travel & tour­ism is everyone’s business.

This is an open invit­a­tion to travel & tour­ism stake­hold­ers from any back­ground to share their thoughts in plain Eng­lish with a glob­al industry audience.

“GT” doesn’t judge. “GT” pub­lishes.   “GT” is where free thought travels.

If you think the tour­ism media land­scape is bet­ter with “GT” in it, then please … 

Featured image (top of post)

What does it mean to be ‘crit­ic­al’ of tour­ism? Depar­tures by Jan Vašek (CC0) . Point­ing fin­gers by Gor­don John­son (CC0) . Both via Pixabay.

Previous “GT” Insight Bites

• What con­sti­tutes ‘pro­gress’ for travel & tour­ism in 2024?
• Con­sid­er­ing a career in tour­ism? Import­ant things you should know in 2024
• What did tour­ism learn from the COVID-19 pandemic?
• In 2024, what are the best oppor­tun­it­ies for tour­ism over the next five years?
• Tourism’s biggest chal­lenges & threats over the next five years to 2028
• On empower­ment, pro­mo­tion, and the power of expression
• On enrich­ment, repat­ri­ation, the double-edged blade, and war
• On tour­ism tech­no­logy, pro­gress, and loc­al benefit-sharing
• Hey, travel & tour­ism, are you ‘neo­co­lo­ni­al­ist’?
• Who’s the new boss? Asia Pacific tour­ism industry asso­ci­ation seeks leader
• ‘The hos­pit­al­ity industry offers a great career.’ Really?
• Cruise ships: Bless­ing or blight?
• Tour­ist vs trav­el­ler: What’s the difference?
• The heads of fin­ance, oper­a­tions, and PR walk into their boss’s office … 
• Yes, Tour­ism Minister
• What are tourism’s biggest chal­lenges & threats over the next five years?
• ‘Tour­ism is built on the back­bone of white suprem­acy’. What do you think?
• Really, what’s the dif­fer­ence? ‘Sus­tain­able tour­ism’ vs ‘regen­er­at­ive tourism’
• Want a career in tour­ism? Import­ant things you should know
• Diverse per­spect­ives on travel & tour­ism and a fairer world
• Diverse per­spect­ives on eco­nom­ic degrowth and tourism
• Diverse per­spect­ives on vis­it­or dispersion

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Hosted by Gary Bowerman and Dr. Jens Thraenhart, High-Yield Tourism discusses the fast-changing global tourism landscape with a focus on rebalancing visitor economy growth and development.

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Leveraging Local Gastronomy Trends into High-Yield Tourism

Gary and Jens reflect on their trip to Cebu, the Philippines, to attend the 1st UN Tourism Forum on Gastronomy Tourism for Asia Pacific. The event formed part of the annual UN Tourism Commission Meeting for East Asia & the Pacific and South Asia. It brought together official delegations from across the region to discuss the future of culinary tourism in the context of post-pandemic re-growth and social-evonomic development. A closing Call to Action identified 12 key factors to consider. 

• JUN 16, 2024

Managing High-Volume Tourism is Becoming a Priority Worldwide

Gary and Jens have been travelling around Asia, Europe and the Middle East over the past month speaking at travel conferences and in the media to discuss high-yield tourism strategies. In episode 3, we review how tourism leaders gathered at events in Shanghai, Guangzhou, Macao, Dubai, Barcelona & Kathmandu are confronting the challenges of high-volume tourism. The issue is gaining urgency as the northern hemisphere summer season threatens to break historic records. 

• MAY 5, 2024

Applying High-Yield Tourism in Dynamic Asian Markets

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What is High Yield-Tourism, And Why Does it Matter?

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• © Copyright 2024 All rights reserved.

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Unveiling The High Yield Tourist: Unlocking The Secrets Of Travel Excellence

Traveling is an exhilarating experience that allows us to explore new places, immerse ourselves in different cultures, and create lifelong memories. The allure of travel lies in the desire for an exceptional experience, one that goes beyond the ordinary and leaves a lasting impact on our lives. In this blog post, we will delve into the concept of a high yield tourist and uncover the secrets of travel excellence.

Table of Contents

The Allure of Travel and the Desire for an Exceptional Experience

Travel has always held a special place in the hearts of adventurers and wanderers. It offers a break from the monotony of everyday life and provides an opportunity to discover the world’s wonders. The desire for an exceptional experience is what drives us to explore new destinations, try new activities, and immerse ourselves in different cultures. We crave the thrill of stepping out of our comfort zones and embracing the unknown.

Uncovering the Secrets of Travel Excellence

To truly make the most of our travels, we need to become high yield tourists. But what exactly does that mean? A high yield tourist is someone who approaches travel with a strategic mindset, seeking to maximize their experiences and leave a positive impact on the destinations they visit. They are not content with simply ticking off famous landmarks from their bucket list; they strive to delve deeper into the local culture, connect with the community, and create meaningful memories.

The Aim of This Blog Post

The aim of this blog post is to guide you on your journey to becoming a high yield tourist. We will explore the characteristics and mindset of a high yield tourist, the benefits of adopting this approach, and the secrets to planning for travel excellence. By the end of this post, you will have a clear understanding of how to make the most of your travels and create unforgettable experiences.

Thesis Statement

This blog post aims to uncover the secrets of travel excellence and how to become a high yield tourist. By embracing the principles and strategies outlined in this post, you will be able to transform your travels into extraordinary adventures that leave a lasting impact on both yourself and the destinations you visit.

So, let’s embark on this journey together and unlock the secrets of travel excellence. Get ready to immerse yourself in new cultures, explore hidden gems, and create memories that will stay with you for a lifetime. The world is waiting to be discovered, and it’s time for you to become a high yield tourist.

Understanding the High Yield Tourist

As you embark on your journey to become a high yield tourist, it is essential to understand what exactly defines this type of traveler. By grasping the characteristics and mindset of a high yield tourist, you can unlock the secrets to travel excellence and elevate your overall travel experience.

Definition of a High Yield Tourist

A high yield tourist is someone who seeks to extract maximum value and satisfaction from their travel experiences. They are not content with simply being a passive observer but actively engage with their surroundings, immersing themselves in the local culture and embracing new experiences. Their goal is to create lasting memories and gain a deep understanding of the destination they visit .

Characteristics and Mindset of a High Yield Tourist

To become a high yield tourist, it is crucial to adopt certain characteristics and cultivate the right mindset. Here are some key traits that define a high yield tourist:

Curiosity : High yield tourists have an insatiable curiosity about the world around them. They are eager to learn and explore, always seeking out new experiences and knowledge.

Flexibility : These travelers are adaptable and open-minded. They embrace unexpected situations and are willing to adjust their plans to make the most of their trip.

Respect : High yield tourists show respect for the local culture, customs, and traditions of the places they visit. They are mindful of their actions and strive to leave a positive impact on the destination.

Engagement : Rather than being passive spectators, high yield tourists actively engage with the local community. They interact with locals, participate in cultural activities, and seek opportunities to connect on a deeper level.

Optimism : A positive outlook is essential for a high yield tourist. They approach every situation with optimism, seeing challenges as opportunities for growth and learning.

Benefits of Being a High Yield Tourist

Becoming a high yield tourist comes with a multitude of benefits that enhance your travel experience. Here are a few advantages of adopting this mindset:

Deeper Cultural Understanding : By immersing yourself in the local culture, you gain a deeper understanding of the destination and its people. This enriches your travel experience and allows you to appreciate the uniqueness of each place you visit.

Authentic Experiences : High yield tourists seek out authentic experiences that are off the beaten path. By venturing beyond the tourist hotspots, you can discover hidden gems and create memories that are truly one-of-a-kind.

Personal Growth : Engaging in new experiences and stepping outside your comfort zone fosters personal growth. High yield tourists embrace challenges and use them as opportunities to learn and develop as individuals.

Meaningful Connections : By actively engaging with the local community, high yield tourists have the opportunity to form meaningful connections with people from different backgrounds. These connections can leave a lasting impact and create lifelong friendships.

Memorable Experiences : By adopting the mindset of a high yield tourist, you are more likely to create unforgettable experiences that will stay with you long after your trip is over. These memories become a cherished part of your life story.

Understanding the concept of a high yield tourist is the first step towards unlocking the secrets of travel excellence. By adopting the characteristics and mindset of a high yield tourist, you can elevate your travel experiences and create memories that will last a lifetime. So, embrace the allure of travel and embark on a journey of exploration and self-discovery. The world is waiting for you to become a high yield tourist.

Planning for Travel Excellence

Planning is a crucial aspect of achieving travel excellence. By taking the time to research, set goals, create an itinerary, and make necessary preparations, you can ensure a smooth and enjoyable trip. Here are some key steps to consider when planning for travel excellence:

Researching and selecting the right destination

Before embarking on any trip, it is essential to research and select the right destination that aligns with your interests and preferences. Consider factors such as climate, attractions, culture, and safety. Look for travel blogs, forums, and websites that provide detailed information and recommendations about different destinations. Reading reviews and gathering insights from fellow travelers can give you a better understanding of what to expect.

Setting travel goals and expectations

Setting clear travel goals and expectations can help you make the most of your trip. Determine what you want to achieve during your travels, whether it’s exploring historical sites, indulging in culinary experiences, or immersing yourself in nature. Write down your goals and expectations to keep yourself focused and motivated throughout the planning process.

Creating a detailed itinerary

A well-planned itinerary is essential for maximizing your travel experience. Start by listing the must-visit attractions and activities in your chosen destination. Research the opening hours, ticket prices, and any special requirements for each attraction. Consider the proximity of these attractions to one another and plan your days accordingly. Allocate enough time for rest and relaxation to avoid burnout during your trip.

Making necessary preparations

Once you have finalized your itinerary, it’s time to make the necessary preparations for your trip. Begin by booking your accommodations, whether it’s a hotel, vacation rental, or hostel. Compare prices, read reviews, and consider the location to ensure a comfortable stay. Next, book your transportation, whether it’s flights, trains, or rental cars. Look for the best deals and consider any visa or vaccination requirements for your chosen destination.

Additionally, it’s important to organize your travel documents , such as passports, visas, and travel insurance. Make copies of these documents and keep them in a separate location in case of loss or theft. Create a packing list to ensure you have all the essential items for your trip, including clothing, toiletries, medications, and electronics.

By taking the time to plan and prepare for your trip, you can minimize stress and maximize your travel experience. Remember to stay flexible and open to new experiences, as unexpected opportunities may arise during your journey. With careful planning, you can set the foundation for an exceptional travel experience as a high yield tourist.

Immersion and Cultural Appreciation

Immersion and cultural appreciation are essential aspects of becoming a high yield tourist. By embracing local customs, traditions, and engaging with the local community, you can truly enhance your travel experience and gain a deeper understanding of the destination you are visiting.

Embracing local customs and traditions

When traveling to a new place, it is crucial to respect and embrace the customs and traditions of the local culture. This includes understanding and following any dress codes, observing social norms, and being aware of local etiquette. By doing so, you show respect for the local community and create a more positive and meaningful connection with the people you encounter.

Learning basic phrases in the local language

One of the best ways to show respect and appreciation for the local culture is by learning a few basic phrases in the local language. Simple greetings, thank you, and please can go a long way in building rapport and breaking down language barriers. Locals will appreciate your efforts, and it can lead to more meaningful interactions and experiences during your trip.

Trying local cuisine and exploring local markets

Food is an integral part of any culture, and trying local cuisine is a fantastic way to immerse yourself in the local culture. Be adventurous and sample traditional dishes, street food, and regional specialties. Exploring local markets is also a great way to experience the vibrant atmosphere and discover unique ingredients and flavors. Engage with the vendors, ask for recommendations, and learn about the significance of certain ingredients or dishes. By doing so, you not only satisfy your taste buds but also gain a deeper understanding of the local culinary traditions.

Engaging with the local community

To truly immerse yourself in the local culture, it is important to engage with the local community. Attend local events, festivals, or cultural performances to witness traditional dances, music, and rituals. Interact with locals, ask questions, and learn about their way of life. Consider participating in community-based tourism initiatives or volunteering opportunities to give back to the local community. By engaging with the local community, you create meaningful connections and gain a more authentic and enriching travel experience.

As a high yield tourist, immersing yourself in the local culture and appreciating its uniqueness is key to unlocking a truly exceptional travel experience. By embracing local customs and traditions, learning the local language, trying local cuisine, and engaging with the local community, you will gain a deeper understanding and appreciation for the destination you are visiting. So, be open-minded, respectful, and curious, and let the local culture guide you on a transformative journey of cultural appreciation.

Maximizing Experiences

When it comes to travel, maximizing experiences is the key to becoming a high yield tourist. It’s about going beyond the typical tourist attractions and seeking out unique and off-the-beaten-path adventures. By doing so, you can truly immerse yourself in the destination and create unforgettable memories. Here are some tips to help you make the most of your travel experiences:

Seeking out unique and off-the-beaten-path attractions

One of the best ways to maximize your travel experience is to seek out unique and off-the-beaten-path attractions . While popular tourist spots have their own charm, exploring lesser-known places can offer a more authentic and immersive experience. Research local blogs, travel forums, and guidebooks to discover hidden gems that are often overlooked by tourists. These hidden attractions can provide you with a deeper understanding of the local culture and allow you to connect with the destination on a more personal level.

Participating in local activities and festivals

To truly immerse yourself in the local culture, participate in local activities and festivals . Whether it’s attending a traditional dance performance, joining a cooking class, or witnessing a religious ceremony, these experiences can provide valuable insights into the traditions and customs of the destination. Engaging with locals and participating in their traditions will not only enrich your travel experience but also create meaningful connections with the people you meet along the way.

Exploring the natural beauty of the destination

Nature has a way of captivating us and leaving us in awe. When you travel, make sure to explore the natural beauty of the destination . Whether it’s hiking through lush forests, swimming in crystal-clear lakes, or admiring breathtaking landscapes, immersing yourself in nature can be a transformative experience. Research the destination’s national parks, nature reserves, and hiking trails to find the best spots to connect with the natural world. Don’t forget to pack your camera to capture the stunning vistas and create lasting memories.

Engaging in adventure and outdoor activities

For thrill-seekers and adventure enthusiasts, engaging in adventure and outdoor activities is a must. From zip-lining through the rainforest to scuba diving in vibrant coral reefs, there are countless adrenaline-pumping experiences to be had around the world. Whether you’re an experienced adventurer or trying something new for the first time, these activities can push your limits and provide a sense of accomplishment. Just make sure to prioritize safety and choose reputable operators when engaging in adventure sports.

By maximizing your travel experiences, you can go beyond the surface-level tourist attractions and create meaningful connections with the destination and its people. Remember to seek out unique and off-the-beaten-path attractions, participate in local activities and festivals, explore the natural beauty of the destination, and engage in adventure and outdoor activities. These tips will help you make the most of your travel experiences and become a high yield tourist.

In the next section, we will discuss the importance of traveling responsibly and how it contributes to travel excellence.

Traveling Responsibly

As a high yield tourist, it is not only important to have exceptional travel experiences, but also to travel responsibly. Responsible travel ensures that we leave a positive impact on the destinations we visit, while also preserving their natural beauty and cultural heritage. In this section, we will explore the key principles of traveling responsibly.

Respecting the environment and local resources

One of the fundamental aspects of responsible travel is to respect the environment and local resources. This means being mindful of our carbon footprint and taking steps to minimize our impact on the ecosystem. We can do this by practicing sustainable habits such as conserving water, reducing waste, and using eco-friendly transportation options whenever possible. Additionally, we should avoid damaging natural habitats or disturbing wildlife, as this can have long-lasting consequences on the local ecosystem.

Supporting local businesses and artisans

Another important aspect of responsible travel is supporting local businesses and artisans. By purchasing goods and services from local vendors, we contribute to the local economy and help sustain the livelihoods of the people who call the destination home. This can include buying souvenirs from local artisans, dining at local restaurants, or staying in locally-owned accommodations. By doing so, we not only support the local community but also have the opportunity to experience the destination through the eyes of those who know it best.

Being mindful of cultural sensitivities

Cultural sensitivity is crucial when traveling to different destinations. Each place has its own unique customs, traditions, and beliefs that should be respected. As high yield tourists, we should take the time to educate ourselves about the local culture and adhere to their customs. This can include dressing appropriately, being mindful of photography restrictions, and refraining from any behavior that may be considered disrespectful or offensive. By showing respect for the local culture, we can foster positive interactions and create meaningful connections with the local community.

Leaving a positive impact on the destination

Lastly, responsible travel involves leaving a positive impact on the destination we visit. This can be achieved by engaging in activities that contribute to the local community or environment. For example, volunteering for local conservation projects, participating in community initiatives, or supporting local charities can all make a difference. Additionally, we should strive to leave the destination as we found it, by not littering or damaging any cultural or natural sites. By being mindful of our actions, we can ensure that future generations can also enjoy the beauty and wonders of these destinations.

In conclusion, responsible travel is an essential component of being a high yield tourist. By respecting the environment and local resources, supporting local businesses and artisans, being mindful of cultural sensitivities, and leaving a positive impact on the destination, we can contribute to sustainable and meaningful travel experiences. As we embark on our journeys, let us remember that our actions have the power to shape the future of these destinations and the lives of the people who call them home. So, let us travel responsibly and make a difference in the world through our adventures.

Capturing and Sharing Memories

As a high yield tourist, one of the most important aspects of your travel experience is capturing and sharing memories. These memories will not only serve as a reminder of your exceptional journey but also provide valuable insights and recommendations for fellow travelers. In this section, we will explore some tips and strategies for capturing the essence of your destination and effectively sharing your experiences.

Utilizing photography tips to capture the essence of the destination

Photography is a powerful tool for capturing the beauty and uniqueness of a destination. To ensure that your photographs truly reflect the essence of the place you are visiting, consider the following tips:

Research : Before your trip, research the iconic landmarks, hidden gems, and local customs of your destination. This will help you plan your photography itinerary and ensure that you capture the most significant aspects of the place.

Golden Hour : Take advantage of the golden hour, which is the hour after sunrise and the hour before sunset. The soft, warm light during this time creates a magical atmosphere and enhances the beauty of your photographs.

Composition : Pay attention to the composition of your photographs. Use the rule of thirds, leading lines, and framing techniques to create visually appealing images. Experiment with different angles and perspectives to add depth and interest to your shots.

Capture People : Don’t forget to include people in your photographs. They add a human element to your images and tell a story. Capture locals going about their daily lives or fellow travelers experiencing the destination alongside you.

Keeping a travel journal or blog

In addition to capturing memories through photographs, keeping a travel journal or blog is an excellent way to document your experiences and emotions throughout your journey. Here are some tips for creating a meaningful travel journal or blog:

Write Regularly : Set aside time each day to reflect on your experiences and write about them. Describe the sights, sounds, and emotions you encountered. Be descriptive and vivid to transport your readers to the destination.

Include Details : Include practical information such as the names of places you visited, the local cuisine you tried, and the activities you participated in. This will serve as a helpful reference for future travelers.

Personal Reflections : Share your personal thoughts and reflections on the cultural encounters, local traditions, and the impact the journey has had on you. This adds depth and authenticity to your journal or blog.

Add Visuals : Enhance your travel journal or blog with photographs, sketches, or mementos from your journey. Visuals help bring your experiences to life and engage your readers on a deeper level.

Sharing experiences and recommendations with fellow travelers

Once you have captured your memories through photography and documented your experiences in a travel journal or blog, it’s time to share them with fellow travelers. Here are some ways to effectively share your experiences and recommendations:

Social Media : Utilize social media platforms such as Instagram, Facebook, or Twitter to share your photographs, stories, and recommendations. Use relevant hashtags and engage with other travelers who share similar interests.

Travel Forums : Participate in travel forums and online communities to share your experiences and provide recommendations to fellow travelers. This not only helps others plan their trips but also allows you to connect with like-minded individuals.

Guest Blogging : Consider guest blogging for travel websites or publications. This provides a platform to reach a wider audience and share your insights and recommendations in a more structured and organized manner.

Word of Mouth : Don’t underestimate the power of word of mouth. Share your experiences and recommendations with friends, family, and colleagues who might be planning a trip to the same destination or have a general interest in travel.

By effectively capturing and sharing your memories, you not only enrich your own travel experience but also contribute to the collective knowledge and inspiration of the travel community. Embrace the transformative power of travel and inspire others to embark on their own journeys of excellence.

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How to be a better tourist and not annoy locals

Locals in cities around the world are getting fed up with tourists, and I don’t blame them.

My husband and I love traveling, and now that he’s retired, we have plans to see so much more of this world.

We are heading to Cambodia and Vietnam next year, and in 2026, we are planning a trip to Europe with extended family.

Recent protests aimed at travelers have made me more aware of the good and bad impacts of tourism. You should be concerned too.

Thousands of Barcelona residents took to the streets recently to protest the financial effects of overtourism in their city. Armed with neon-colored water guns, they squirted visitors dining at outside restaurants.

Protesters carried signs that said “Tourists go home.”

Chief among their complaints — as with many disgruntled locals worldwide — is that extreme tourism has inflated the cost of living. Investors snatch up properties to rent to tourists, driving up housing costs. Other entrepreneurs also rush to cash in on travelers looking for lodging other than a standard hotel room.

Crowds are straining the infrastructure of major popular destinations in the United States and cities abroad, such as Amsterdam , Athens , Paris and Venice . UNESCO World Heritage sites are being overrun by people trying to tick off their bucket-list dream vacation.

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There is something I have also noticed as a tourist: In the name of frugality, some visitors grouse about prices and end up becoming traveling misers. They don’t tip when they should, they vandalize historical monuments , and they fail to consider the positive financial impact they could have on a local economy.

Even though I am frugal, I become overly generous when I travel. Here are five tips to avoid being an inconsiderate tourist.

Don’t travel with debt

I find that people who stretch themselves financially by going into debt to travel rationalize being stingy, such as not tipping appropriately, by pointing to the cost of their trip.

It’s understandable that they want to watch every penny if they know that when they return, they will face a credit card bill with a 20 percent-plus interest rate.

So, save and go. You are more likely to be a better, more generous traveler when you aren’t worried about the debt you will face when you return home.

Avoid the tourist traps

My husband and I like to find places far less traveled by the visiting masses. This serves two purposes. We get to relax without the crowds, and we support vendors, artists and restaurants that don’t see the same traffic as the tourist traps .

Trendy places that cater to tourists often have higher prices, so we can save money by finding less popular parts of a city or town.

Yes, tipping is not expected in many cities abroad, and that is a welcome practice for many Americans suffering from tipping fatigue back home.

However, you may meet a host of folks — guides, street musicians, luggage handlers or housekeepers — that you should tip, even if a gratuity is not expected.

Even when a tip is included, it’s nice to have cash on hand to show appreciation for people who go above and beyond in their service.

Before you go, ask questions about the local tipping culture so that you are prepared to support those working to serve you.

Don’t be that entitled tourist

Keep this in mind: Travel industry workers are not your servants.

You are a visitor and should respect the places you visit and the people you meet. You would think this advice goes without saying, yet social media postings and news reports tell a different story.

Is that selfie you want going to damage property or disturb the harmony of the place you visit?

Spending a lot of money on your trip doesn’t entitle you to act ugly. Don’t vex the locals with bad financial behavior.

Build generosity into your travel budget

If you are visiting a country where you know the cost of living is high, or its citizens are living below the poverty line, pack your generosity.

In addition to your vacation costs, consider the impact of donating much-needed items to residents or schoolchildren. Is there a local charity you can support?

Let me also revisit the issue of tipping.

A question I get often is: Should you tip on the pretax bill?

The general tipping guide for the Emily Post Institute, which offers etiquette advice, says you tip pretax. However, some servers argue that quibbling over whether you should tip pre- or post-tax is petty.

For example, let’s say your meal pretax is $100. With a 6 percent sales tax, the bill is $106. Before taxes, a 20 percent tip would bring the bill to $120. At $106, including tax, your bill would be $121.20.

So, no, you aren’t going against etiquette protocol to base your tip on just the meal and not the tax. Neither should you be called a miser if you tip pretax. However, the extra money could go a long way for someone trying to make ends meet on a low-wage salary.

Don’t be that tourist who shortchanges locals working in the travel industry. Frugality doesn’t mean you have to be miserly.

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I want to see the world with my spouse. How do we do that on a budget?

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• For Love & Money is a column from Business Insider answering your relationship and money questions.
• This week, a reader wants to travel abroad and doesn't know where to start with budgeting.
• Our columnist spoke to travel agent April Cowan about how to save for travel and get the best deals.
• Got a question for our columnist? Write to For Love & Money using this Google form .

Dear For Love & Money,

My spouse and I want to travel abroad more, but we're not sure where to start when planning a vacation budget for anything other than an all-inclusive resort. How should we prioritize our travel spending, and what budget-friendly destinations should we consider?

Almost Adventurers

Dear Almost,

The days of pioneers and seafaring explorers may be over, but many of us still have the wanderlust beating within our chests. The struggle is finding the time, the money, and the courage to bring the adventures of our daydreams to life.

This is why I applaud the intentionality in your letter. You and your spouse have agreed you want to travel abroad more, and I can see from your questions about budgeting and destinations that you are taking it further than just talking. You're making plans.

To help you in this endeavor, I sat down with April Cowan, the owner and senior agent at Travel Passion , an award-winning Kansas City travel agency. Cowan specializes in international travel and was thrilled to hear your interest in her life's passion — exploring our planet.

Cowan's first suggestion is to work with a travel agent. Vacation planning can be labor intensive. It requires hours of research, coordinating schedules, budgets, booking, and if you're not an expert, a lot of hoping your best guesses pay off. Experts like Cowan specialize in certain types of travel and know exactly how to tailor your trip to your dreams.

Whether or not you hire a travel agent, Cowan says there are four key considerations for your travel plans: budget, airfare, destination and experience, and timing.

Budgeting, Cowan says, is not a universal concept. One person might have $2,500, while another has $10,000. Both of these people can enjoy wonderful, if different, Jamaican vacations. The key isn't to make a budget fit your destination but to make your destination fit your budget.

According to Cowan, the best way to do this is to allocate a percentage of your annual income to a dedicated travel account. Set aside monthly payments in a high-yield savings account for your next travel adventure. Cowan recommends splitting your annual allocation into 10 payments so you can spend that money elsewhere for the holidays.

Airfare is often the most expensive part of travel, and much of your planning will revolve around its fluctuating rates. Most destinations will be more expensive in some seasons than others. Flying into large airports will be less expensive than smaller airports. Cowan suggests flying into a large airport and then traveling around your destination country by train.

This is where your dedicated travel account comes in handy. Cowan says to turn on flight alerts for your top 10 dream locations — she uses Google Flights. This way, when a great deal pops up, you can pull the money out of your travel account and book your flights.

Cowan's favorite airfare hack is to get a travel rewards credit card that gives you travel points on purchases. She discourages using these credit cards for expenses you cannot pay off at the end of the month. Instead, she suggests using your travel cards for everyday expenses like utility bills, insurance, and gas.

When selecting a travel credit card, Cowan encourages researching each card's offerings and basing your choice on your travel goals. Some cards may offer better rewards for your preferred destinations.

As for destinations, the ones you choose should depend on the duration of your stay and the experience you'd like to have. This is why Cowan suggests turning on flight alerts for your top 10 travel spots rather than just one.

Knowing what type of experience you prefer is important because a relaxing vacation lounging around a tourism hotspot differs greatly from a cultural immersion experience spent in markets trying local cuisine.

Cowan says most countries have tourist zones with many English speakers and food designed to be palatable for diners unfamiliar with cultural foods. Some people will find these zones relaxing, while others may feel insulated from the country they hoped to explore. Figuring out what type of traveler you are is crucial to planning your dream vacation.

When thinking about timing, the essential factors to consider are how often you want to travel, how much time off you have to use, and how frequently you can afford to travel. The type of travel experience you are looking for matters here as well.

If you want to take a luxurious, high-dollar vacation, saving up for it over two years may be more realistic than trying to go on this kind of trip annually.

You should also think about the duration — a three-day bachelorette trip may not be worth an 8-hour flight to Hawaii when a similar experience is only a few hours away in Cancún.

Finally, I asked Cowan her thoughts on the importance of travel. Her response was as responsible as it was inspiring. Travel should always be a priority but never a burden. If you go into debt over a vacation, you won't return home feeling refreshed and rejuvenated. You'll be even more stressed.

This is why Cowan encourages building travel savings into your monthly budget; this way, you won't be in debt, but you'll still get to go! And going, for Cowan, is an artifact of faith. She contends that living our lives to the fullest requires travel. After all, we have an entire planet to explore.

Rooting for you,

For Love & Money

Looking for advice on how your savings, debt, or another financial challenge is affecting your relationships? Write to For Love & Money using this Google form .

This article was originally published in November 2023.

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MAHB, Capital A corporate exercises dominate recovery in tourism

Thursday, 18 Jul 2024

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Kenanga Research projected inbound tourist numbers to hit 27 million this year for Malaysia as compared to 20 million last year.

Kenanga Research noted the proposed privatisation exercise of MAHB and Capital A’s regularisation plan to exit its PN17 status predominates the recovery within the tourism sector this year.

“For MAHB, the poser is if the proposed privatisation by a consortium at RM11 a share will be accepted by its minority shareholders.

“Meanwhile, while Capital A has been able to fill up seats in its planes, there is room to boost yields to ensure profitability after accounting for depreciation, aircraft leasing charges and finance cost,” the research house stated in an aviation sector report.

Kenanga Research projected inbound tourist numbers to hit 27 million this year for Malaysia as compared to 20 million last year, helped by the demand for leisure and business travel.

The visa-free entry for Indian and Chinese tourists is helping to raise the numbers, which inturn will benefit airport operator MAHB and low cost carrier Capital A.

“Also helping is China agreeing to extend its visa exemption facility for Malaysian citizens until the end of 2025, while Malaysia will extend the visa exemption for Chinese citizens until the end of 2026.

These should drive growth in MAHB’s passenger throughput and Capital A’s passenger demand in 2024,” the research house noted.

It projected MAHB’s passenger throughput to rise by 7% to 131 million this year, helped by resurgence in connectivity and airline capacity.

Kenanga Research added Capital A’s passenger throughput recovery is gaining traction, leading the carrier to re-activate its fleet to 202 aircraft by the end of this year (presently 187 aircraft) and for its operations and capacity to reach 83% of pre-Covid level.

The company is also expected to benefit from the current high yield environment, underpinned by the robust demand with forward bookings in February and March standing at 91% and 49%, respectively.

“It plans to launch more than 60 new routes across the group, expanding in China and India and start AirAsia Cambodia operations by mid-2024.

“While Capital A has been able to fill up seats in its planes, there is room to boost yields to ensure profitability after accounting for depreciation, aircraft leasing charges and finance cost,” the research house added.

Kenanga Research has a neutral view on the aviation sector but did not have any pick for the sector.

It noted the RM11 a share offer price tabled to MAHB’s minority shareholders by the consortium led by Khazanah Nasional Bhd, the Employees Provident Fund (EPF), New York-based Global Infrastructure Partners (GIP) and Abu Dhabi Investment Authority (ADIA) is reasonable, valuing it at 26 times and 20 times Kenanga Research’s financial year 2025 (FY25) earnings per share and FY25 consensus earnings per share forecasts for MAHB respectively.

Assuming a full acceptance by minority shareholders, Khazanah’s stake in MAHB will rise to 40% (from 33.2% now) while EPF’s to 30% (from 7.9%) with the balance 30% to be owned jointly by ADIA and GIP.

Capital A, meanwhile, is in the final stages of submitting its regularisation plan by the fourth quarter.

The research house has a target price of 76 sen a share on Capital A.

Tags / Keywords: CorporateExercise , TourismRecovery , AviationSector , MAHB , CapitalA , Privatisation , AirAsia

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Greece shuts Acropolis again as extreme heat continues to bake country

The brutal heatwave hitting Europe is forcing some countries to shut down their biggest tourist attractions.

Greece’s Culture Ministry, on Wednesday, ordered the Acropolis to be closed from noon to 5:00 p.m. local time. Visitors that lined up early to see the massively popular cultural attraction were given bottles of cold water and information on heat illnesses by the Red Cross.

Archeological sites were closed again on Thursday .

The heatwave affecting Greece is expected to last through Sunday, with temperatures reaching as high as 109 degrees Fahrenheit. The country, and many others in Europe, have been experiencing much higher than normal temperatures since June, which has led to hundreds of wildfires across the continent. Two firefighters in Italy were killed in Southern Italy’s Basilicata region when battling a blaze.

Greece is battling wildfires as well: One large fire occurred on the outskirts of the northern city of Thessaloniki. There was also a brush fire on the island of Kea, near Athens. Both areas were evacuated.

The closures this week followed a similar action in June . Schools were also closed in that heat warning. Despite the actions by officials, six tourists died that month due to the extreme heat.

Greece and Italy aren’t the only areas suffering. Spain is bracing for temperatures of up to 111 degrees in some parts. This is the longest heatwave on record in Greece.

One area in Europe, though, is seeing some benefits from this heat. Scandinavia has seen an influx of tourists this summer due to its cooler temperatures. Trips to the country are part of a new trend called “coolcationing,” which sees travelers seek out more temperate environments.

May marked the 12th-consecutive month of record-breaking temperatures for the planet, with the global average 1.52C higher than pre-industrial levels.

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